Strengthening Maersk Line’s Image

[Agency: Havas PR Warsaw]

Challenge: Maersk Line is one of the leading container shipping companies in the world, belonging to A.P. Moller-Maersk Group. The company wanted to reinforce an image of the leader in sea transport in Poland, emphasizing ecological and economic aspects, while facing the challenge of complicated specificity of sea transport in Poland and the limited number of media types taking up the topic of sea transport.

Actions: Havas PR Warsaw tackled the communication launch of the Maersk Line brand among business and opinion-forming media. We prepared a dedicated communications plan, initiating contact with media (including Message House PR) and drafting Q&As. We also developed a communications strategy that included a media teaser and a special press conference with business and government VIPs in attendance. After the launch, our agency started conducting regular media relations, inquiry handling, and expert positioning in business and trade media.

Results: In just the first two months, more than 600 mentions about Maersk Line appeared in media. The company was strongly positioned as a significant partner of port city Gdańsk.

[photo: creativecommons.org/L2F1]