Background
GAC is one of the world’s leading service providers for the shipping, logistics and marine sectors. Following several successful years of providing PR support to GAC’s training arm, GTSS, BLUE was awarded the global shipping, logistics and marine services media relations brief for GAC Group. Working in coordination with GAC’s corporate communications team, BLUE has worked with GAC since 2011 to support the diverse strategic needs of the company’s broad offering, which employs over 10,000 people across 300 offices in 40 countries.
Objectives
BLUE was appointed to support GAC in building its brand and reputation across its core sectors and vertical markets through a programme of strategic media and stakeholder engagement. Aligning with GAC’s corporate vision for growth and strong brand image, BLUE utilises the wealth of knowledge and sectoral expertise available across the GAC business to communicate the company’s understanding of the markets it operates within to showcase the means by which GAC is able to deliver on behalf of its customers worldwide.
Approach
Utilising an ‘insight-led’ approach to shipping, logistics and marine services media relations and stakeholder engagement, BLUE leverages the market knowledge and expertise of GAC’s experienced personnel to deliver relevant, impactful and targeted insight from GAC across an array of media platforms. In doing so, BLUE has developed a detailed grasp of GAC’s services and the issues that matter to its customers in every sector, market and region, as well as GAC’s adherence to the highest standards of compliance.
With BLUE’s support, GAC has led the debate on many important issues, whether it is the challenge of delivering global port agency services, providing effective anti-piracy solutions in high-risk waters or delivering project cargo services in Africa. From offshore services in the North Sea to ship spares in South America, oil & gas support in the Caspian Sea and supply chain expertise in an array of markets, ranging from humanitarian aid to FMCG, automotive to fashion, and dry bulk to sports logistics, BLUE has helped GAC to showcase its expertise.
Through insightful marine services media relations activity, BLUE works closely with GAC to provide a continuous pipeline of news and announcements, from press releases announcing new developments in the business, to case studies, editorial contributions and interviews with senior GAC personnel.
Results
BLUE has played a pivotal role in helping GAC to build its reputation and communicate its credential as one of the world’s leading service providers to the shipping, logistics and marine sectors. BLUE has also helped GAC to roll out its new brand identity and consistently delivered high quality media coverage that showcases GAC’s pledge to its customers of “delivering your strategy.”
