Believing that the port industry was not well understood, and that the industry was entering a period of increasing competition, the New York Shipping Association wanted to position itself in a manner that recognized its economic importance to the region. The goal was to produce a public predisposition to view the port as a distinct and vital economic and social asset in the region. The challenge was to create a sense of urgency among the political and economic decision-makers for accelerating the pace of improvements to expand regional access to, and competitiveness in, the global marketplace.

Along with its partners in the campaign, Smith Pizzutillo collaborated in creating a simple, focused, positive message – one that would create a discreet and dynamic identity for the port. The result was Delivering Prosperity, a multimedia campaign to highlight the port’s impact on the lives of millions of the region’s residents. The team developed a unique, identifying logo and striking graphics and images in radio, TV and newspaper advertising, advertorials and billboards. In addition, a website, “deliveringprosperity.com,” provided a multilayered and coordinated approach to message delivery while at the same time providing a central clearinghouse of information about the port. The Delivering Prosperity campaign was designed to create a sense of value of the port in the daily lives of our citizens. The ensuing support stimulated by the campaign becomes the platform for future infrastructure improvements and investments by the state to assure that New Jersey’s port remains competitive.