SCCT – Building image and changing perception

Suez Canal container Terminal, SCCT- Building image and changing perception

Challenge  :

  • Suez Canal container Terminal, SCCT is the largest containerterminal complex in the Mediterranean and the Middle East, located in East Port Said.
  • SCCT has direct impact on trade, economy and maritime business in Egyptand is the largest employer in Port Said
  • Complex sector with a large number of stakeholders that requiresunderstanding of the political scene, speedy & flexible response to industry and political changes.
  • Negative publicity and ongoing attacks in the media positioning SCCT indirect competition and conflict with Suez canal

Solution  :

  • Positioned SCCT as a leader and authority in the sector and a partner in Egypt’s transport future
  • Developed a strategic campaign to raise profile and advocate business needs and priorities
  • Regular cooperation with both internal and external stakeholders.
  • Proactive and engaging tools to deliver key messages.
  • Developed a sustained media relations campaign to raise the company’s market profile

Tactics  :

  • Regular media events, briefings, terminal tours, conferences..etc.
  • Regular flow of news through press releases and interviews with management
  • Participation in high profile conferences and events that shape Egypt’s transport future
  • Developed a pool of spokespeople to comment in the media and presented them as sector experts presence in the media.
  • High profile visits to terminal including the Egyptian president
  • High visibility in industry and business events
  • Media trips to other APM terminals

Outcome  :

  • In 3 months the activities helped drive a significant positioning of the company with a 766 % increase in positive media coverage.
  • Desired business Decisions and projects were announced by the Egyptian government at EEDC
  • Side channel signing ceremony on November 2015