WESTPORT, CT (September 21, 2000) - Velocity Sports & Entertainment, on behalf of its client FedEx, launched the "FedEx Air & Ground Attack" promotional program.

FedEx needed a comprehensive promotional program that would reinforce the leadership position of the brand and introduce the five new FedEx operating companies (primarily FedEx Express and the newly launched FedEx Ground). Using sponsorships of the NFL, FedExField (home of the Washington Redskins) and the FedEx Orange Bowl, Velocity worked with FedEx to develop the "Air and Ground Attack" promotional campaign. This promotion allowed FedEx to promote its primary services (FedEx Express-through the air, and FedEx Ground-on the ground), and it corresponded perfectly with the air and ground strategy so important in football (in order for a team to succeed it must have a strong ground game and superior air attack).

Velocity worked with FedEx to ensure the Air & Ground Attack promotion was integrated throughout the company. Examples of key Air & Ground Attack promotional tactics include:

• National consumer sweepstakes campaign in USA Today during the NFL season
• On-line promotional campaign on FedEx.com and NFL.com (weekly competition to pick
  leading running-backs and quarterbacks)
• Promotional sweepstakes leaflets in more than 1000 FedEx retail outlets promoting Air & Ground services
• FedEx vignettes on national broadcasts of Monday Night Football and the FedEx Orange Bowl
  saluting leaders "on the ground" and "through the air."
• FedEx vignettes on stadium video walls saluting leaders "on the ground" and "through the air"
• Air & Ground themed customer welcome kits given to over 2,000 customers attending NFL games
• Air & Ground themed Direct Mail campaigns and Trade Show exhibits

The Air & Ground Attack promotional campaign was one of the most successful and highly visible promotional programs in the history of FedEx. The promotion formed an ideal marriage between football sponsorships and FedEx business objectives, which resulted in a highly-integrated program.

Back to Press Releases