Svitzer, a Maersk Group subsidiary, offers towage, salvage and other offshore support in more than 100 ports globally. Svitzer’s approval as a Salvage and Marine Firefighting (SMFF) provider by the U.S. Coast Guard represented a massive new opportunity. Key to maximizing this opportunity was spreading the word globally about Svitzer’s capabilities. The first challenge was to develop digital, print and web assets that communicated Svitzer’s unparalleled experience. The second was to do it in the native languages of the global clients targeted.
Svitzer takes great pride in its brand and has a tradition of using gripping photography captured by staff onsite during salvage operations. (add)ventures leveraged Svitzer’s extensive photo library to combine copy, medium and image into compelling assets that conveyed all the professionalism, safety and responsiveness that Svitzer is known for worldwide.
Visitors to the website used a language selection tool to navigate the pages in English, Chinese, Japanese and Korean. The web presence and impressions from the supporting print, digital and collateral materials have resulted in over 200 signed agreements and a growth from 0 to 20% of the global market share for SMFF services. Svitzer now has SMFF contracts in Singapore, China, Japan, New Zealand, Qatar, UAE, France, Italy, Greece, Germany, UK, Denmark, Sweden, and Norway to name a few.