Liverpool City Region Local Enterprise Partnership has identified four key drivers of the city region’s economy, low carbon, knowledge, the visitor economy and Superport.
Superport is the name given to an integrated cluster of logistics facilities across the Liverpool city region. These facilities are currently undergoing an unprecedented £1 billion investment to help the region reclaim its place at the centre of UK trade. Central to this regeneration is Peel Ports’ £350 million investment in a new deep water container port on the River Mersey: Liverpool2.
The port and logistics cluster known as Superport had been set out as a strategic/economic development initiative. They approached us to help them develop the Superport brand for end users and to create a marketing strategy for UK and overseas.
To support this we interrogated with key stakeholders the key attributes and benefits of Superport and evaluated these against their competitors. We developed from this a brand narrative and proposition matrix to test market with existing ‘users’ of Superport and potential targets. Identifying four target groups: freight forwarders, logistics companies, retailers with strong North of England market share and NW based manufacturers as the key cohort.
Brand and proposition narrative
Brand wheel including: attributes, benefits, values, personality and core essence
Sales & Marketing collateral
Web Marketing strategy – across all channels
Social media strategy and personae
Communications Strategy & PR campaign