Prince Rupert Port Authority
Challenge
Highlighting human innovation to activate natural advantages Prince Rupert Port Authority The Port of Prince Rupert has moved past the 'promising upstart' success story and are entering the next phase of their story: a major player in international trade, and an acknowledged leader in innovative supply chain solutions The Challenge This required a focused articulation of our brand truth and a concerted effort to activate our brand even more effectively in the minds of our customers, prospective customers, and all of our vital stakeholders. Our task was to rebrand and reposition the Prince Rupert Port Authority. Our numerous compelling advantages have also resulted in a tendency to focus on the ‘how’ of our brand essence – how we serve our customers and support the communities we operate in. It was time to shift gears and articulate the ‘why.’
Solution
Our approach was to activate the advantages of Prince Rupert in a different way – by focusing on the real strength of the brand. It is our creative and tireless people who make the PRPA a worldwide leader in Port innovation and make it a strategic asset for Canada.
Results
While the brand has just launched, employees, stakeholders, customers and the community have embraced the new brand with tremendous enthusiasm.
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