UPS Canada needed to cut through the holiday media clutter to raise awareness of key shipping deadlines and proper packaging techniques. The objective was to educate and inform UPS’ target audience about the potential complications associated with shipping during the holidays, thereby increasing its efficiency and customer service. APEX created a multi-faceted media relations and online campaign that focused on how to give, rather than what to give.  The strategy was to surround the consumer on all fronts - print, broadcast, and digital - with consistent messaging and important tips.