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A hard-hitting awareness campaign for the launch of the Port of Felixstowe’s two new deep-water terminals.
We used our strategic analysis and experience to recommend a broadcast-led solution to a corporate challenge. We advised positioning Felixstowe as the hero of the story and Hutchison Ports as one of the leading
port owners. Targeting British businesses, political stakeholders and UK consumers, we promoted the expansion as “good news for business and a vote of confidence in the UK economy”.
We defined corporate messaging and developed the narrative to produce a pre- recorded TV package with impressive footage of huge ships and cranes. A shorter edited version was prepared for social media. To add weight to the campaign, we secured media comment from Director General of the CBI, John Cridland who
endorsed the strategic importance of the Port for British business. In addition to securing an exclusive agreement with the BBC, we created a briefing pack with an embargoed press release, B-roll and supporting facts for media distribution.
Despite a very busy news period during the Labour party conference, we achieved 109 broadcast features, reaching approx. 58 million people. ITV, Bloomberg and Sky each used our B-roll footage. Post- launch, independent research revealed that 14% in the UK
(c.8.5m) heard the story, with the figure rising to 38% for the East of England. Survey respondents recalled specific story details of the new berths, the investment programme and a boost for business.