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FedEx Newsroom

New FedEx Television Commercials Show New Take on China’s Challenges

July 31, 2007

SINGAPORE, July 31, 2007 — FedEx Express (FedEx), a subsidiary of FedEx Corp. (NYSE: FDX) and the world’s largest express transportation company, today announced the launch of two new TV commercials in Singapore that take a humorous look at the challenges of getting packages delivered on time in China – and how FedEx can make a difference. 
 
Besides Singapore, the new TV commercials will also be airing in eight countries in Asia Pacific, including Australia, Hong Kong, Korea, Malaysia, Indonesia, Philippines, Taiwan, and Thailand. The new commercials highlight the commitment of the FedEx delivery team to resolve the complexities and uncertainties for customers when shipping to China.
 
"FedEx gets packages to more than 200 cities and counties in China on time and we are showing everyone what it takes to get that done successfully," said Malcolm Sullivan, vice president, Marketing, FedEx Asia Pacific.  "China is central to our Asia Pacific strategy, and these China-focused commercials demonstrate the FedEx WeLiveToDeliver spirit by focusing on FedEx employees who really have the know-how to get your packages to the right place, on time."
 
The two commercials, which are part of the ongoing FedEx WeLiveToDeliver brand campaign, feature a lighthearted comparison of unnamed couriers who are lacking the real skills to get the job done – and how their FedEx counterparts succeed.
 
In “Hard Road to Cross”, a local messenger is stymied when he tries to cross a typical Chinese road – where everything from trucks to bamboo poles get in the way – while the FedEx courier knows a better way.  In "Zhang", a messenger tries to deliver a package to Mr. Zhang at the factory – not realizing just how many people there are named Zhang.  “Hard Road to Cross” will air on major TV channels in Singapore on August 6 and “Zhang” will follow.
 
The two TV commercials were developed by David Guerrero from BBDO, directed by Suthon Petchsuwan and filmed on locations in Shanghai, China.  Viewers can provide feedback on the new commercials at www.fedex.com/sg/.
 
The FedEx WeLiveToDeliver advertising campaign began in 1998, focusing on the people who make daily FedEx deliveries possible.  Following the popular “Pizza”, “Ambulance” and “Jenny” series in the late 1990s and early 2000s, which explored the previous lives of today’s star FedEx couriers, and “The Stepping Stones” in 2005-2006, which highlighted team cooperation, FedEx launched a series last year emphasizing the FedEx spirit of teamwork, flexibility, and service excellence – “Rappel” and “Weight-lift”.
 
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About FedEx Express
FedEx Express is the world’s largest express transportation company, providing fast and reliable delivery to every U.S. address and to more than 220 countries and territories.  FedEx Express uses a global air-and-ground network to speed delivery of time-sensitive shipments, by a definite time and date with a money-back guarantee.
 
About FedEx Corp
FedEx Corp. (NYSE: FDX) provides customers and businesses worldwide with a broad portfolio of transportation, e-commerce and business services. With annual revenues of $35 billion, the company offers integrated business applications through operating companies competing collectively and managed collaboratively, under the respected FedEx brand. Consistently ranked among the world’s most admired and trusted employers, FedEx inspires its more than 280,000 employees and contractors to remain "absolutely, positively" focused on safety, the highest ethical and professional standards and the needs of their customers and communities. For more information, visit news.van.fedex.com.

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