Case study: overcoming concern about the sale of a major shipping line

In one of the shipping industry’s biggest transactions in years, a shipping and logistics giant asked us to develop its messaging and communications strategy with internal and external stakeholders in the run up to its proposed acquisition by a competing shipping line. Among other considerations, a key hurdle to the completion of a deal was public sentiment surrounding the sale of a national icon to a foreign owner.

We worked closely with the respective management, legal counsel and financial advisers to develop key messages that resonated with the different stakeholders, emphasising the buyer’s commitment to Singapore and how the transaction stood to reinforce rather than diminish Singapore’s maritime status. Supported by media and analysts, our client was successfully sold for US$2.4 billion.