AAPA Seaports Advisory

Marketing: Philadelphia

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Philadelphia Regional Port Authority Rebrands as PhilaPort

The Port of Philadelphia is establishing a new brand identity designed to bolster the port’s national and international marketing efforts and position it as one of the most important trade gateways on the Atlantic seaboard. It will now be known as PhilaPort.

"The name is short, clean and memorable, and it reflects very simply who we are and what we do," said Jerry Sweeney, PhilaPort chairman. "The name ‘PhilaPort’ helps distinguish us from the many other regional authorities and commissions as we seek to capitalize on the opportunities that will result from our expansion."

Pennsylvania Gov. Tom Wolf announced plans last November to invest $300 million to improve the Port’s facilities. The expansion will enable the port to handle the largest ships that traverse the Panama Canal.

Employment at the port is projected to increase by nearly 7,000 jobs, to a total of more than 17,000, and state and local tax revenues will increase from the current $69.6 million to $108.4 million annually.

"PhilaPort’s aspiration is to be the better option for cargo shippers BCOs (beneficial cargo owners)," commented Executive Director Jeff Theobald. "This will be accomplished by efficiency of operations, costs and being the best location."

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