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Hapag-Lloyd makes waves

Positioning the brand as “Special Cargo” professionals with the B2B Campaign “THINK BIG”

Challenge / Approach

Besides containers, the liner shipping company Hapag-Lloyd transports goods in the “Special Cargo” range daily. Hapag-Lloyd wanted to better tap into this attractive market and draw more attention to its expertise. To this end, Klenk & Hoursch helped with the development and implementation of an international PR campaign. The goal was to involve customers, the media and employees equally, positioning the company as a reliable “Special Cargo” professional.


Klenk & Hoursch developed its tailor-made B2B campaign “THINK BIG!” with three strategic pillars of communication: customer communications, media relations and internal communications. Under the slogan “Your special cargo is our passion”, various target groups in a diverse range of languages received information materials including sales materials, image videos, advertising material, press releases, intranet articles and internal checklists. The campaign used channels such as YouTube, trade exhibitions, newsroom and company websites, mailings and the worldwide intranet. Targeted editorial visits and advertising in relevant trade media ensured additional distribution in the B2B press and links to owned media. Klenk & Hoursch also supported the sales department by providing sales materials.


“THINK BIG!” generated worldwide awareness – with customers, media and employees. During a half-a-year campaign numerous publications appeared in relevant international logistics trade media. Within the first week, more than 500 interactions with Special Cargo had already appeared on the intranet; and the sales team gave positive feedback and reported initial successes in their customer communications.

More about HAPAG-LLOYD: B2B Campaign “Think Big”?



Related Services

B2B, International, Campaign, Brand Communications, Client Communications, Media Relations, Internal Communications, Moving Image, Imagevideo


Within the first week, more than 500 interactions with Special Cargo have already been recorded on the intranet.

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