“Reroute Your Thinking” – Rebranding insights from Port Tampa Bay
Posted on Sep. 25, 2015 / Subscribe 0
Port Tampa Bay is the largest single economic engine in west-central Florida, contributing more than $15 billion in economic impact and affecting more than 80,000 jobs. Until recent years, this was largely unrecognized by the Tampa Bay community. Enter Karl Strauch and the rebranding campaign of Port Tampa Bay.
Karl Strauch, VP of brand development and strategic alliances for Port Tampa Bay took on the complex task to rebrand Tampa’s port and elevate its reputation. Strauch said their biggest issue was how they were perceived by the community, business and government leaders and the Port’s customers.
Just how were they perceived? “That bulk port with a little bit of cruise business.”
The Port knew they needed to make a change. They changed their name from the Tampa Port Authority to Port Tampa Bay. An enhanced logo followed suit, as well as updated marketing materials, promotional efforts and an enhanced Tampa Bay business and community presence.
The Port worked with economic development organizations, hosted business and government leaders and held educational and community outreach programs to help get their new branding message out. Their new tagline became “Reroute Your Thinking.”
The result of the rebranding campaign was a more engaged, recognizable Port community that embraces the Port’s new look, name and message positioning, and customers who appreciate the value that Port Tampa Bay can bring to them.
Save the Date
Join keynote speaker Preston Rudie as he covers best practices and pitfalls to avoid when transitioning from journalism to public relations on Friday, October 23, from 11:30 a.m.-1:30 p.m. at the Westshore Marriott.
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