Nostrum needed to connect two very different audiences in order to attract global business, while appeasing a local community increasingly concerned with environmental fallout
Approach
- Thought globally and acted locally
- Created an all-new identity for the Port that focused on environmental sustainability
- Simultaneously launched two distinct awareness campaigns aimed at two different audiences:
- Created a “Big Ships” trade campaign showcasing stunning photography that made use of unique perspectives in order to communicate the Port’s massive cargo capacity
- Our “Community” campaign emphasized the Port’s vital role in the economic health of the community – as a supplier of both jobs and consumer goods
Results
- Increased the Port’s awareness in the trade community
- Solidified the Port’s position as a high-volume, high-capacity economic engine
- With our dual campaigns we were not only able to reach two distinct audience groups but we were also able to differentiate the Port of Long Beach from its highly recognizable neighbor – The Port of Los Angeles
- The community began to recognize the Port as an advocate, not an enemy of carbon-reduction policies
