Union Pacific’s first national campaign in nearly a decade illustrates the company’s door-to-door shipping logistics expertise. It is the most comprehensive ad campaign in Union Pacific’s 148-year history to specifically target new business growth. Television, print and online ads are supported by the tagline, “Wherever you find business, you’ll find us.” The campaign launched 10/13 via Bailey Lauerman, Lincoln/Omaha, NB. Union Pacific’s Tom Lange tells RBR-TVBR TV broadcast highlights include CNBC prime time and Closing Bell
MSNBC, CNN and Fox in various dayparts.
Advertising will be also placed in a variety of national business and trade pubs. Print and online include a variety of sizes. Television spots will run in :60, :30 and :15 increments.
Union Pacific invested $14.3 billion in its infrastructure from 2005-2009 to increase capacity and create a more fluid network over its 32,000 miles of track. Union Pacific is investing an additional $2.6 billion in 2010. As a result, Union Pacific has established record levels of customer satisfaction, productivity, efficiency and safety.
The new campaign demonstrates specifically the role Union Pacific plays in American business. Combining incredible imagery and Americana with a straightforward message, the advertising creative presents a very clear rationale for partnering with Union Pacific.
The primary visual is a large, metal shield playing off Union Pacific’s iconic red, white and blue shield logo. The steel shield represents the strength of the Union Pacific franchise and is placed in business environments that profile industries representing growth opportunities for Union Pacific. Examples include:
Farms that paint a picture of how Union Pacific’s expedited routes help ensure fresh produce stays fresh.
Steel mills that depict Union Pacific’s logistical expertise and ability to handle door-to-door shipping.
Bottling factories, electronics stores and other settings that tell audiences no matter what they ship or where they ship it, Union Pacific can help.