CHALLENGE
The Port of Seattle (POS) needed an updated brand with more strategically specific message that would resonate across its’ multiple assets, sub-brands and audiences, including commercial and public terminals, waterways, real estate and the community.
The competitive landscape has shifted to more focus being put on ports’ infrastructure, reliability and proximity to Asia with the environmental message shifting to a supportive, secondary position. The strategy for the brand communications had to articulate this clearly and compellingly.
SOLUTION
We based our approach on three strategic POS differentiators: big ship-ready infrastructure (including a naturally deep harbor), reliability (including the friendliness and ease of doing business) and the closest proximity of any US port to Asia—the biggest shipping client. We also wanted it to stand out among the competition and give it a bit of fun and edge, an unusual quality in this industry.
RESULTS
The campaign reflecting the new strategy and voice resulted in an unprecedented boost in awareness for the Port putting it in a second place among its competition after much larger Port of Houston. Hanjin, Asia’s biggest shipper who left Seattle for Port of Vancouver also returned.
