Home to one of the nation's busiest airports and major cruise and container operations, connecting the United States to Asia, Europe and beyond

Time for a Sea Change
The Port of Seattle faced a unique communications challenge: how to effectively convey their comprehensive Environmental and Sustainability program and progress to diverse stakeholders quickly and effectively
Creative strategy
Content development
Integrated Communications
Integrated Media Strategy
Video production
animation
1.19M

Completed views

1.85M

Impressions

64%

Video completion rate

4K+

New YouTube subscribers during campaign

$.017

Cost per completed video on YouTube (vs. average $0.10 and $0.30 per view)

$.18

Cost per engagement on YouTube

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WHAT WE SAW

As an organization managing both one of the nation's busiest airports and North America's largest cruise and container operations, the Port needed to overcome the inherent complexity of communicating sustainability initiatives across such diverse operations. Their challenge was twofold: first, to unify disparate environmental efforts under a cohesive narrative that stakeholders could easily grasp; second, to create immediate engagement rather than presenting sustainability as a distant aspiration.

The urgent timeline added additional pressure, requiring a campaign that could rapidly build awareness and demonstrate environmental leadership while countering potential skepticism about a major transportation hub's environmental commitments. Furthermore, the Port needed to distinguish its initiatives in an increasingly crowded sustainability conversation where audiences have grown weary of vague environmental promises and "greenwashing."

The campaign needed to transform complex technical achievements and ongoing initiatives into compelling, accessible content that would resonate with environmentally-conscious audiences while highlighting the Port's genuine progress—all while making a significant impact in a compressed timeframe before the Bloomberg Green Festival in July 2024.

98%

Video completion rate on streaming platforms

237K+

Completed views on streaming platforms

208K+

Reach on streaming platforms

Our partnership with BnB was instrumental in the success of our campaign. Their strategic approach resulted in impactful creative that perfectly captured the essence of our brand and vision. The campaign results exceeded our expectations, demonstrating the value of their expertise. We are incredibly grateful for their partnership and the positive impact it had on our initiative.
MALLORY HAuser
Sustainability Communications and Reporting Program Manager
WHAT WE DID

Our media and communications strategy for the Port of Seattle centered on a multi-channel approach designed to reach key stakeholders before the Bloomberg Green Festival. After exploring several conceptual frameworks, we developed "Progress in Motion"—a compelling messaging platform and visual identity that captured the Port's story of collective environmental effort and unified vision from seaport to airport. A very real Sea Change!

The strategic insight that guided our creative execution was a powerful reframing: while most sustainability messaging focuses on future promises, we showcased the Port's environmental improvements as happening in the present—highlighting changes already implemented, initiatives currently in progress, and the transformative vision yet to come.

We executed this vision through a comprehensive campaign spanning multiple touchpoints:

• Print media placements strategically positioned to reach community stakeholders
• High-impact billboard placements in key visibility corridors
• Worked with our trusted partner, DNW Digital, to place digital and social media content across YouTube and Meta platforms
• An inspiring hero video that served as the campaign centerpiece, designed to both inform and motivate action

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BnB’s partnership with the Port was key to identifying the strategic insights, creativity, and dedication for the campaign. The result not only elevated our initiative but also helped us achieve measurable results. The work together was a great collaboration and BnB was invested in our success every step of the way.
CHRIS GUIZLO
Director  |  Communications and Marketing