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Port of Rotterdam Authority has launched a new campaign that is aimed at strengthening the port as a brand around the world.

The objective will be to "position Rotterdam as a groundbreaking port, in order to emphasize the added value of the port for existing and potential customers worldwide," Port of Rotterdam Authority said.

The new campaign was kicked off by Steven Lak, the new chairman of Deltalinqs, which is the employers’ organisation at the Port of Rotterdam. The campaign was launched at the Deltalinqs annual dinner.

A different way of looking and thinking

Commenting on the campaign strategy, Hans Smits, CEO of the Port of Rotterdam Authority said: “We want companies to continue to commit themselves to our port. We already have very good USP’s, such as our location and depth, but to hold on to our leading position, we also need a good story. We have surveyed what makes the Port of Rotterdam unique compared to other ports and looked for something that also generates food for thought. Rotterdam is able to look at industry and logistics in different ways each time. By constantly looking from different perspectives, we get new insights, create opportunities and achieve results. The most recent example of this, is of course Maasvlakte 2, where we deal with the demand for more space in the port of Rotterdam in an advanced and sustainable way. And we do that together as a port area, as Port of Rotterdam.”

Groundbreaking

Port of Rotterdam Authority points out that it is the first time that a brand positioning campaign has involved all the companies in the port area.

Steven Lak remarked: "The Port of Rotterdam is a world on its own. It’s a figurehead with an international reputation, brimful of stories and innovations happening on a daily basis. Until now, these innovations and new developments have not been shared enough with the outside world. This is partly anchored in our Rotterdam ‘hands-on’ mentality. I am therefore pleased that there is now a concrete approach to underline the distinctive character of the Port of Rotterdam."

www.changeyourperspective.com

The new campaign revolves around the positioning of the Port of Rotterdam as a groundbreaking port. The focus of attention will be on the stories and new developments of all businesses at the port.

"The campaign aims to stimulate and inspire companies and people, both inside and outside the port area, thus underlining the added value of the port for existing and potential customers around the world. Through the platform, www.changeyourperspective.com, people from the port area get a chance to tell their story. Interesting cases are also highlighted and relevant information about the Port of Rotterdam is provided," the port authority said.

“Now we can also place people and companies on the pedestal they deserve. Like Ard-Jan Kooren from towage company Kotug for example. He was proclaimed this year’s Port Personality of the Year, because he is seen as an entrepreneur who works in an innovative and sustainable way on an international level. Through this platform, we can now share his vision and enthusiasm with our customers. And there are still many other inspiring people and initiatives that make a difference,” said Smits.