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OVERALL CAMPAIGN

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Georgia Ports Authority (Savannah) – In Their Own Words

In this marketing campaign, the Georgia Ports Authority (GPA) sought to highlight for current and future clients a series of successful customer experiences throughout the logistics process. The campaign’s key message is that the Port of Savannah offers greater flexibility and opportunity. GPA focused on specific user experiences to punctuate the "In Their Own Words" campaign. The goal was to pique the interest of potential customers through the endorsement of voices they trust – people who have used GPA services. Target audiences included beneficial cargo owners, carriers, 3PLs and other logistics providers. Campaign tactics included a series of print ads and online banner ads, a micro-website, a commercial video available on the GPA YouTube channel, and graphic displays similar to the print ads used at events. Judging by GPA’s business success, the campaign had the desired effect, as a spate of new customers announced their intent to use the Port of Savannah, and many existing customers have grown cargo volumes.

Port Saint John (NB) – Cruise 25 Campaign

On Sept. 10, 1989, the Cunard Princess made a surprise visit to Port Saint John after she was rerouted by Hurricane Gabrielle. The community rolled out the welcome mat and has been doing so every year since. This year (2014) marked a quarter-century since that first cruise call. To mark the occasion, a port committee was struck to plan and execute a 25th anniversary campaign. Cruise is the most visible aspect of the port’s operations and attracts the most interest from the community. Overall, cruise has been positively received in the community and strongly supported by local residents. As a way to thank the community for its support, as well as thank the cruise lines, their crew members and passengers, the Cruise 25 campaign stressed these stakeholders’ inclusion in all events. The Cruise 25 campaign’s primary goal was to raise awareness about how far Port Saint John’s cruise business has come and to celebrate its accomplishments. The port’s success in this campaign was measured by the phenomenal attendance it received at the Cruise 25 events and by abundant, favorable participant feedback. 

Port of San Francisco (Calif.) – 150th Anniversary Campaign

To celebrate a 150th Anniversary, the Port of San Francisco took a very large view. Festivities included a grand gala, an introduction by the Mayor at the Giants ballgame, boat tours, parties sponsored by port tenants, and multiple acknowledgments from the City's top dignitaries. In addition to many promotional printed and souvenir items, the port showed off its most fascinating moments of history with outdoor displays covering all 7.5 miles of the waterfront, and posted colorful banners showcasing how the public enjoys the waterfront today.

 

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