United States Postal Service

FCB New York *Lead Agency

The USPS was a late comer to the international expedited market and was far behind their main competitors, FedEx and UPS, who had established themselves and the definition of what it took to bean player in this market. Unfortunately, the USPS did not have a product that matched that definition and their most marketable potential entry for growth, Global Priority Mail, was not performing up to expectations. Advertising had to jump start the brand and do it quickly. "What's Your Global Priority?" did just that and did it in a big way with revenue growth of +80% behind the advertising, far exceeding the aggressive goal of +25%, helping to give the USPS a winning entry to the all-important international expedited market.