Delivering Global Impact through Consistent Messaging

  • ClientSaudia Cargo
  • TypeCommunications Strategy
  • Year2020

Challenge

Saudia Cargo approached us with a complex challenge: to design an integrated human-to-human communications strategy that would elevate their global presence while ensuring consistency across all stakeholder communications. Operating in a highly competitive and dynamic market, Saudia Cargo needed to reinforce its position as a leading global cargo carrier, while ensuring that its messaging resonated with its diverse audiences, from corporate partners and logistics professionals and up to their end consumers globally.

The challenge extended beyond just messaging; it required building a strong global identity for Saudia Cargo while adapting communications to be relevant in different markets without losing the essence of the brand.

Strategy

Our approach was centered around developing an integrated communications strategy that would unify Saudia Cargo’s messaging across all platforms and channels. The core of our strategy included: Global consistency, local relevance: We ensured that Saudia Cargo’s messaging was aligned globally while allowing for localized adaptations to resonate with regional audiences. Stakeholder segmentation: We crafted distinct messages for key stakeholders — corporate partners, freight forwarders, and general consumers — ensuring each audience group received communications tailored to their specific needs and interests. Omnichannel communication: We employed a multichannel strategy that spanned digital, print, and face-to-face engagement. This included global media campaigns, social media, thought leadership articles, bespoke content, and participation in international industry events.

Key pillars of the communication strategy were: Brand narrative: Positioning Saudia Cargo as a trusted global partner committed to delivering value beyond logistics, with a strong focus on reliability and innovation. Consistency across platforms: Ensuring a cohesive message across different communication channels, including social media, press, and corporate communications. Targeted messaging: Crafting distinct narratives for different markets, especially for global markets with unique cultural and business landscapes.

Execution

Global media push: We coordinated a global media campaign targeting logistics and transport publications, leveraging both traditional and digital outlets. Consistent press releases were distributed across various markets to highlight Saudia Cargo’s achievements, services, and new cargo routes.

Localized campaigns: In key regions, localized campaigns were deployed to focus on regional partnerships and developments. These campaigns maintained the overarching Saudia Cargo brand promise while adapting to local markets.

Execution

Stakeholder engagement: We organized events and conferences that brought together key stakeholders, from international freight partners to corporate clients. Through strategic thought leadership engagements, Saudia Cargo was able to reinforce its leadership position in the global logistics space.

Social media and digital presence: A robust digital strategy was implemented to ensure that Saudia Cargo’s key messages were amplified across all major platforms, ensuring high visibility among both B2B and B2C audiences. We then worked on creating impactful and engaging content that included infographics, videos, and case studies, to illustrate the company’s global impact.

Delivering Global Impact through Consistent Messaging