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. As a result, the following brief was developed:
Brief
Contship Containerlines was facing increasing competition its core markets. It was decided to develop strategies that would help redefine the company’s services, which operated under several different brands. Working to clearly defined budget, strategies were sought that that would aim to maintain and build brand awareness 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 individual 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 develop & run distinctive campaigns aimed at an international audience of direct and indirect shippers. We also addressed both the internal and third party agency networks, providing sales support to meet regional requirements. The combination of highly targeted promotional campaigns and an extensive press relations programme enabled us to achieve significant visibility for the Contship Containerlines brand in its core markets in Europe/Australasia/the Middle & Far East/North and South America & the Indian sub continent.
Corporate identity guidelines
Sales support brochures
Direct mail
Customer calandar