DHL Indonesia to launch 'Europe First' campaign

DHL Indonesia to launch 'Europe First' campaign

JAKARTA (JP): Courier company DHL Worldwide Express plans to
launch a massive promotional drive this month for its European
service "Europe First", to follow up on the success of its "USA
First" campaign.

Senior Technical Advisor Mike Fitzpatrick said on Tuesday the
American campaign, launched this time last year at the height of
Indonesia's political turmoil, bolstered DHL's business volume to
the United States by as much as 130 percent.

The new campaign is aimed at companies which export to Europe,
a market with great potential, Fitzpatrick said.

DHL has been expanding its operations over the past year, in
spite of the economic and political crises, as it took a long-
term view of business prospects in Indonesia, he said.

The company has opened a new facility in Bandung and bought a
huge warehouse in Jakarta.

"We remain optimistic," he said, when asked about the timing
of the launch, which coincides with the start of the national
election campaign, a potentially explosive period.

He said that year-on-year, DHL's business volume had increased
by 4.4 percent.

As a result of the financial crisis, DHL had seen a slight
drop in orders from the banking sector and for delivery of
letters of credits last year, Fitzpatrick said.

DHL stayed open for business during the turmoil last May, a
decision widely appreciated by customers.

"We put up our people in a hotel so that they could turn up
for work," he said.

Country marketing manager Soraya Rudianti said following the
USA First campaign, DHL received plenty of new business from
Indonesian companies which export to the United States. They send
samples as well as products and documents.

The USA campaign promised customers speedy and cost effective
service, including a pledge that the package would be delivered
within 24 hours. The Europe First campaign would use the same
theme, Soraya said.

Asia remains the largest destination for DHL customers in
Indonesia, accounting for 45 percent of the business, followed by
the United States at 25 percent and Europe at 20 percent, Soraya
said.

Fitzpatrick said independent auditors estimated DHL's share of
the Indonesian market at between 45 and 48 percent. Its major
competitors in Indonesia are TNT, Fedex and UPS.

DHL has operated in Indonesia for 20 years in partnership with
PT Birotika Semesta. It currently has 70 branches throughout
Indonesia and employs 700 people. (emb)