DP World: Trade in Transition

Challenge

From medical supplies to day-to-day essentials – the COVID-19 pandemic brought with it unprecedented disruption with wide-reaching consequences to supply chains across the globe.

As businesses everywhere struggled to maintain a steady flow of goods, the result was not only re-configuration of existing systems, but growing awareness of the importance of digital tools in creating greater transparency for cargo owners.

Content Solution

DP World, a global logistics business wanted to:

Leverage its long-standing expertise to become a complete, end-to-end logistics service provider while highlighting its cutting-edge digital capabilities.
In order to do this, DP World needed to engage a global audience of beneficial cargo owners (private-sector companies involved in international trade), deepen their relationship with them and position the company as the logistics partner of choice.

Brand:

Entered by:

But, transforming from a port operator to an enabler of smart trade is no small task. DP World needed not only to reach the right audience, but actively engage them to increase awareness, change perception and drive consideration.

Media/Content Amplification Solution

Trade in Transition was a multi-faceted programme that used insights taken directly from the target audience to inform a range of informative content.

Living within a dedicated digital hub, it included an in-depth digital report to regional insights, articles to economic modelling.

Launched at Davos the programme was amplified using a highly targeted campaign.

Brand & Media Owner Partnership | Highly Commended 🏅

"The judges were impressed by the cut through that this research-based campaign achieved – and the strength of the results was reinforced by the fact that it was quoted by global influencers such as Christine Lagarde."

– Judges comments.

Results

Results not only exceeded KPIs across the board, but our data was also cited by Christine Lagarde in a speech at the Peterson Institute for International Economics demonstrating the quality, credibility and importance of this programme.