Home to one of the nation's busiest airports and major cruise and container operations, connecting the United States to Asia, Europe and beyond
Creative strategy
Content development
Integrated Communications
Integrated Media Strategy
Video production
animation
Completed views
Impressions
Video completion rate
New YouTube subscribers during campaign
Cost per completed video on YouTube (vs. average $0.10 and $0.30 per view)
Cost per engagement on YouTube
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.
Video completion rate on streaming platforms
Completed views on streaming platforms
Reach on streaming platforms
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
