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Ryder System launching ad campaign aimed at C-suite execs


Miami -- Ryder System, a leader in commercial fleet management and supply chain management solutions, announced the launch of its new “That’s Ryder” brand advertising campaign. The campaign, the first of its kind for Ryder in nearly two decades, includes the debut of a new tagline for the company – Ever better.

Created by Grey Advertising, the campaign is aimed at broadening perceptions among C-suite executives about the full breadth of Ryder’s capabilities beyond longstanding product lines such as truck rental. Ryder aims to reintroduce itself for what the company is today, a business-to-business solutions provider that helps companies manage their complex fleet and supply chain functions better than they can on their own.

“Historically, a significant portion of the marketplace has been made up of ‘do-it-yourselfers’ who manage their own fleets and supply chains,” said Ryder chairman CEO, Robert Sanchez. “As the business environment has become more complex and regulated, companies are taking a closer look at outsourcing these critical functions. When they do, we want them to consider Ryder.”

The new tag line, Ever better, reinforces Ryder’s promise to customers to deliver value in a way that cuts costs, cranks up profits, and turns a transportation or logistics function into a competitive advantage. The ads intend to communicate how outsourcing with Ryder can improve fleet and supply chain performance.

“This campaign is not like anything the company has ever done before and is designed to make business leaders pause, and take a whole new look at Ryder,” said senior VP and chief marketing officer, Karen Jones. “The messaging speaks to C-level executives, who are becoming more involved in making decisions about their businesses’ fleets and supply chains, and aims to influence a whole new segment of the market to outsource these functions to Ryder.”

The advertising campaign launches July 25 and includes print advertising, television spots on the Golf Channel, and digital and social executions.

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