GLOBAL express and logistics company, DHL, has unveiled its latest brand advertising campaign for the Asia Pacific region, "All the Way", that aims to promote the image of providing a personalised service in everyday situations.

The campaign intends to express the message of the company being: a good express provider, easy to deal with, a service innovator and global trade facilitator.

"For us, 'All the Way' means that at DHL we truly have our customers' best interests at heart and that we will go the 'extra mile' to fulfil what we have been tasked to do," said Dan McHugh, senior vice president commercial, DHL Express Asia Pacific.

"The campaign demonstrates different ways in which we are going 'All the Way' to achieve our goal of becoming their first choice for all express and logistics requirements."

A major inspiration for the brand campaign was said to have been the DHL employees themselves who go all the way for their customers, a company statement explained.

DHL's Asia Pacific brand campaign will be launched simultaneously across all countries in the region through print and television advertisements and outdoor placements in the first quarter.