FedEx Express has launched a new advertising campaign to highlight its shipping capabilities between Asia Pacific markets, with a focus on the concept that every delivery is important. As the world’s largest express transportation company, FedEx has responded to an increasingly demanding world, using both traditional and social media to launch its new ‘Take the Drama Out of Delivery’ campaign. FedEx Express Asia Pacific Vice President, Marketing, Malcolm Sullivan says: "The central message of this latest advertising campaign highlights approachable and professional FedEx service as the solution to delivering demanding packages in today’s demanding world." A number of service enhancing initiatives have also been introduced by FedEx to Asia Pacific markets, strengthening products and services for shippers. Exporters can now make larger shipments along more routes reaching outside the Asia Pacific region. A cinema-style website has been established to highlight such improvements, providing further interaction with the campaign, which has also been launched in 10 Asia Pacific markets, including Hong Kong, Thailand and China.