BLUE Communications has been chosen by AAL to provide public relations and network engagement services to help the company further build and manage their reputation on a global basis
BLUE has continued its successful start to 2015 by winning the PR account of AAL, one of the world’s leading global breakbulk, project cargo and heavy lift shipping operators. BLUE was selected following a competitive tendering process.
Despite the economic downturn within the shipping industry, AAL has realized exponential growth over the past two years, doubling revenues, and increasing the size of its fleet to over 500,000 DWTs. Comprising both owned and charters vessels, AAL boasts one of the largest, modern and youngest fleets within the multipurpose sector specifically designed for transporting heavy lift and project cargoes, traditional breakbulk, earth moving equipment, wind energy and offshore equipment and floating cargo such as boats and yachts.
The company has also expanded its market reach in all continents, creating a truly global carrier.
To reflect this growth, and to celebrate 20 years since it was founded, the company has also recently rebranded from Austral Asia Line to AAL.
“AAL is a genuinely entrepreneurial company that has seen rapid growth despite the challenges within the shipping industry,” said Nick Blythe, Executive Director, BLUE.
“They have a smart business model focused on controlling operating costs, maximizing efficiencies within their fleet, while aggressively expanding into new markets. Critically they have spent a great deal of time and resource in understanding their brand and what makes them truly different culturally, as well as in relation to the services that they provide to their customers, creating a market leading proposition. This is the foundation from which they will look to continue their expansion plans, and we are delighted to be working with them in helping to further build and manage their reputation on a global basis.”
AAL provides a unique dual tramp and liner service for its customers throughout Asia, Europe and the Americas. The company was named ‘Best Maritime Cargo Provider 2014’ at the 2015 Cargo Logistics Canada Awards of Excellence. AAL also won ‘Best Shipping Line – Project Cargo 2014’ at the 2014 Asian Freight & Supply Chain Awards (AFSCAs). The company is headquartered in Singapore and is a member of the Schoeller Group, a reputable name in the maritime industry.
