TNT reveal its new slogan in the attempt to attract business from SMEs

TNT has revealed its new tagline in conjunction with its corporate-wide programme: “The People Network”. The parcel delivery company previously used the slogan “Sure We Can”, however the new tagline is said to reflect the company’s strong relationship it has with its customers.

TNT has said the new slogan is “a natural choice for these businesses because it believes the client cannot be a barcode but needs to be treated personally."

A new advertising campaign, to accompany the new mantra, will feature TNT trucks made out of people being seen across eight European countries with free trials being offered. The trials are to offer new customers the test out the ‘TNT experience’ with one free shipment of up to 100kg across Europe.

TNT Chief Executive, Tex Gunning, has said: “We have clear strategy to focus on our greatest strengths: our people, their human approach to serving customers and our unique network. Customers are not barcodes and we are not robots. We all relate to what drives our customers: business growth with a personal touch. Taking time to understand what customers really need distinguishes us from others. We are The People Network.”

While TNT intends to attract the business of SMEs as a result of its new slogan, it also aims to reflect upon its “nature as a network of dedicated employees.”

Dick van der Lecq, Managing Director of the advertising company, Etectera/DDB, which helped create the campaign, has said: “Previously, customers bought products or brands. Nowadays, customers consciously buy a company, its DNA and the people behind the brand. Talking to dozens of TNT employees showed us the only way to express their attitude towards clients: the human transport company.”