Taking a different perspective

25 Jun 2013
Rotterdam considers the whole logistics chain in its switch from product-focused to customer- and value-focused marketing.  Credit: Port of Rotterdam

Rotterdam considers the whole logistics chain in its switch from product-focused to customer- and value-focused marketing. Credit: Port of Rotterdam

‘Change your perspective’ is the name given to a campaign launched by the Port of Rotterdam earlier this year, aimed at strengthening the its brand around the world. It is the first time that Rotterdam will be positioned ‘as a clear brand for the entire port area’, involving all the companies in the port area.

Thea Vries, of the Port of Rotterdam’s marketing team, says: “If we want to stay market leader in Europe, we must stay alert and we must continuously adapt to trends. Competition is getting fiercer and to distinguish we need to tell more than only our port features. We want to prove that we are a strategic partner for the long term for the companies in the port and companies doing business in Rotterdam.”

Everybody knows that Rotterdam is a volume port in containers and oil, she says. “We have always spoken about our ‘physical’ advantages. That has changed after finding out through extensive research what businesses – in the whole logistics chain – find important. It is what we call ‘customer insights’. So we changed our marketing strategy from product-focused to customer- and value-focused. And described a brand identity that fits the authenticity of Port of Rotterdam.”

Positioning research proved that Rotterdam is leading in its way of thinking and acting, says Ms Vries. “But we did not speak about this so much before and that is the main change; we want to join forces within the port and reinforce the brand by telling and sharing inspiring stories.”

The ‘Change your perspective’ campaign will underline Rotterdam’s distinctive character, position Rotterdam as groundbreaking and strengthen the ‘Port of Rotterdam’ brand worldwide, she adds. “A change perspective gives you new insights, which lead to new possibilities and, ultimately, progress. It has led to our most unique innovations in the past, and it is at the heart of everything we are proud of today.”

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