Rely on us
Jurong Port sort to better define their value proposition; connect with their port users and staff; and reposition themselves within the maritime industry. Jurong Port is the gateway port into Singapore and handles all brake bulk cargo for domestic and transhipment purposes. The port has won the ‘best multi-purpose port in the world’ for ten years in a row; has the world largest common user cement terminal; and handles over 300,000 TEUs and a million tonnes of general cargo. Yet it remains unknown under the shadow of PSA.
Brandcourage conducted research with Port stakeholders and put forward a simple, but effective, communication idea. What was it, that port users were prepared to pay a premium to use Singapore as their preferred port of call, and specifically, use the services of Jurong Port? The key word that emerged was simply ‘reliability’. Jurong Port was more responsive, more transparent and more ‘value-for-money’ and these qualities were reflected in the campaign idea ‘Rely on us’.
This simple approach worked across all communication needs and channels, as well as addresses the talking points of a wide range of stakeholders. For example: to draw attention to the port’s capabilities in project cargo, ads could be directed towards freight-forwarders, saying ‘Rely on our expertise in project cargo’; for the launch of their new combo-terminal services, the headline would read ‘Rely on us for one-stop mixed cargo needs’; for staff and recruit ‘Rely on us to put the best team forward’.