DHL 2012 Annual Report Download - page 88

Group sports activities are the focus of the internal motivational platform known as
the Deutsche Post Fan Club. With this programme, we support employee participation in
recreational sports and provide sports clothing. We were able to reach , employees,
whether as active participants or as spectators, through these activities in the reporting
year. We also continued our sponsorship of the Deutsche Tourenwagen-Masters ( –
German Touring Car Masters) and use it in our internal and external communications.
-Postbrief product and MeinPaket.de positioned in the world of sports
In addition to using the , we communicate the services oered under the
Deutsche Post brand via our partnership with the Deutsche Fußball-Bund ( – the
German football federation). In the reporting year, we expanded our presence with
the German women’s national football team and the  Cup to include a partnership
with the German men’s national team. As a result, Deutsche Post is seen on stadium
banners and other advertisements at all high-prole  events. As in the previous year,
- Postbrief was the main focus of our brand activities at  and  events. We also
raised awareness of our shopping portal MeinPaket.de at select matches.
Digital brand strategy developed for 
e growing popularity of digital forms of communication is opening up opportun-
ities for us to showcase the  brand over the long term. at is why the main focus
of our brand eorts for  in  was to develop a global digital strategy. We want to
intelligently mesh the digital world with traditional communication. In the reporting
year,  continued its global, integrated brand campaign, which was designed as a long-
term strategy, as well as its global International Specialists campaign for express delivery.
Partnerships sustainably strengthen  brand
Our sponsorship activities are very eective in strengthening the reputation of our
brands. Our centrally managed  global partner programme showcased our brand
at  events in more than  countries in . As the ocial logistics partner of
Formel™,  Fashion Weeks, Volvo Ocean Race and the Leipzig Gewandhausorchester,
we achieved a strong international presence for the  brand and, at the same time,
proved our particular logistics expertise – whether transporting race equipment, fashion
collections, sailing yachts or valuable musical instruments.
FURTHER DEVELOPMENTS
Report on post-balance-sheet date events
No further significant events
ere were no signicant events with material eects on the Group’s earnings,
nancial position, and assets and liabilities aer the balance sheet date.
Deutsche Post DHL Annual Report 
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