Advertising, Print & PR – Safmarine

Global advertising, direct mail and PR campaigns, delivering one clear message - ‘business as usual’. Safmarine had been taken over by Maersk and initial client feedback suggested that it was necessary to reafirm that the Safmarine brand would continue to be operated independently.

Objective:

Emphasise and build upon the established brand values in its core markets, whilst highlighting the financial and organisational strengths of the Safmarine organisation, as a result of being part of the world’s leading container shipping company.

Delivery:

Following customer market research to establish the framework for the campaign, we used a broad communications mix, including the development of a new corporate website, sales collateral material, advertising and direct mail campaigns and an international media relations programme to rebuild customer confidence, and minimise negative publicity surrounding Safmarine’s acquisition by Maersk.

Results:

We developed a distinctive campaign aimed at an international audience to an agreed budget. Follow-up research indicated that the campaign mix had given Safmarine substantially wider coverage and increased brand awareness amongst its key customers.