Omaha, Neb., October 12, 2010 -- Union Pacific’s first national advertising 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 launches October 13.
“Every day, customers in every industry take advantage of Union Pacific’s logistics expertise,” said Jim Young, Union Pacific chairman and CEO. “We coordinate the efficiency of America’s rail network with the flexibility of trucks and the reach of ocean carriers. No matter what they ship, or where they need to ship, we get it there.”
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.
“There has never been a better time for Union Pacific to expand our customer base,” Young said. “Our service is outstanding and our network has never been stronger. We have seen the benefit in our record-level customer satisfaction, leading to current customers increasing business with us. Now, it’s time to help other companies recognize the value we can deliver to them.”
Advertising Creative Strategy
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.
Advertising will be placed in a variety of national business and trade publications, as well as online media and television. Print and online ads include a variety of sizes and executions.
Television spots will run in :60, :30 and :15 increments. Bailey Lauerman, with offices in Lincoln and Omaha, Neb., produced the advertising creative.
About Union Pacific
Union Pacific Corporation owns one of America's leading transportation companies. Its principal operating company, Union Pacific Railroad, links 23 states in the western two-thirds of the country. Union Pacific serves many of the fastest-growing U.S. population centers and provides Americans with a fuel-efficient, environmentally friendly and safe mode of freight transportation. Union Pacific's diversified business mix includes Agricultural Products, Automotive, Chemicals, Energy, Industrial Products and Intermodal. The railroad emphasizes excellent customer service and offers competitive routes from all major West Coast and Gulf Coast ports to eastern gateways. Union Pacific connects with Canada's rail systems and is the only railroad serving all six major gateways to Mexico.