The challenge
A global container shipping group planned a two-phase reorganisation of its trade network, which included retiring a brand long familiar in Singapore and parts of Asia. The announcement risked public backlash and negative coverage.
What we did
Black Dot provided strategic counsel, media outreach and media management across both phases. Communications focused on how the group was reallocating trade routes to serve customers better.
The outcome
Media sentiment remained neutral across both phases. Coverage concentrated on the group’s business strategy, and very few reports focused on the end of the brand.