FedEx Shows its Team Spirit at Truck Driving Championships

This was the first year we used BDA as our primary source for promotional items. The items we received were top quality and loved by all. I'm encouraging other FedEx operating companies to use BDA for their merchandise needs year-round. As FedEx's approved vendor, BDA knows the ins and outs of our brand.

Denise Barnes, FedEx Freight

Situation

FedEx wanted its team spirit to shine the brightest at the 2010 National Truck Driving Championships. Sponsored by the American Trucking Association, the event attracts the top drivers in nine truck types from across the U.S., challenging their knowledge of safety, equipment and the industry, as well as their ability behind the wheel.

Challenge

BDA needed to provide a variety of merchandise, awards and apparel for the weeklong event that was both on brand and tied in the theme selected by the FedEx team.

Solution

To support FedEx's baseball theme, BDA produced custom trading cards and magazine covers for each driver. Other items included lapel pins, sunglasses, charm bracelets, hand-clappers and vuvuzelas. Each day, FedEx unveiled new merchandise and a new look. There was no missing the FedEx contingent in their matching outfits. BDA coordinated uniforms for all 550 FedEx representatives, from drivers and their spouses to executives, including the FedEx Freight president/CEO who spoke at a FedEx dinner. Whether they were sporting dress shirts and ties, polos or T-shirts, the FedEx teammates always looked unified and sharp. The NTDC hats designed by BDA were approved for FedEx Freight drivers to wear as part of their daily uniform.

Result

FedEx Freight achieved its goal of being recognized as the team having the most fun. Not only did FedEx drivers record the most wins at the event, the FedEx brand was showcased throughout the week. Our client went on to receive the Wilson Award, an internal accolade at FedEx given to an individual who has made extraordinary contributions over the past year.