Port Miami Print

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The Situation

 PortMiami is gearing up for the opening of the expanded Panama Canal in 2015.  Improvements include deepening port waters to -50 feet to accommodate super-sized vessels, constructing a new port tunnel for improved interstate access and re-establishing a nationally-linked on-dock freight rail.  In addition, the port installed brand new Super Post-Panamax cranes to accommodate add. These upgrades will drastically change how the Port is seen in the industry. It was imperative to counter existing perceptions that the Canal expansion will make U.S. ports in other locations a viable alternative to PortMiami.

The Solution

With more than $2 billion in capital improvements underway, we needed to let our target know that a new era in trade is fast approaching and PortMiami, the first U.S. port of call from Canal, is ready! We created a brand positioning, “Cruise Capital of the World,” to promote the improvements and reestablish PortMiami as the premier cruise destination. We developed a new logo, “PortMiami” in keeping with the look and feel of the Miami tourism brand. The strategy was to have the PortMiami integrated within the overall Miami brand. Our campaign focuses on the idea that a new port tunnel with easy interstate access and on-port rail with links to national railway system means quicker connections. And quicker connections are better for business.

The Results

Thanks to our re-branding efforts, the future of PortMiami has never been brighter. This year, the Port will support 225,000 jobs, directly and indirectly, and contribute $30 billion to the local and state economies—up more than 50% from five years ago. And thanks to an unprecedented expansion of cruise lines and ships, PortMiami anticipates record setting traffic with close to five million cruise vacationers passing through its terminals.