Testimonial

Contship Containerlines

Project

When Contship Containerlines was acquired by the CP Ships group, we were invited to undertake a complete review of the company’s worldwide promotional activities.

Brief

Contship Containerlines was facing increasing competition in its core markets in Europe/Australasia/the Middle & Far East/North and South America & the Indian sub continent.

It was decided to develop strategies that would help redefine the company’s services, which operated under several different brands.  Working to a clearly defined budget, strategies were sought that that would aim to maintain and build brand awareness and increase revenue, in a business sector where credible service and product differentiation is very difficult.

Agency Response

We developed internal and external communications programmes designed to address regional market requirements. These included new corporate identity guidelines for a disparate group of owned, part-owned and third party agents that had been largely responsible for the company’s promotion to date.
We produced a wide range of sales support and collateral material, advertising and direct mail campaigns, as well as a targeted international media relations programme.

Results

We drew on our extensive brand building experience to implement distinctive campaigns aimed at an international audience of direct and indirect shippers.

The combination of highly targeted promotional campaigns and an extensive press relations programme, enabled us to achieve significantly increased levels of visibility for the Contship Containerlines brand.