BIMCO

Providing an agile response in support of client service innovation for leading shipping organisation

Sector

  • Membership

Expertise

  • Editorial
  • Digital development
  • Video

Deliverables

  • Digital magazine

Awards

  • Highly Commended, Best Digital Magazine, Memcom Awards 2019

The client

BIMCO, formerly the Baltic and International Maritime Council, is the world’s largest international shipping association, with more than 2,100 members across the world. It offers a wide range of services and works with industry experts to produce modern contracts tailored to specific trades and activities. 

The challenge

CPL has been working with BIMCO since 2016 to create its quarterly digital magazine, BIMCO Bulletin, which highlights the organisation’s work, as well as industry issues, analysis and insight. Each issue of the digital magazine is complemented by an animated GIF to help promotion on social media and to drive online traffic. When BIMCO launched SmartCon, however – its new system for editing contracts – an extra promotional push was required.

The solution

CPL’s in-house team created an animated video to introduce SmartCon to BIMCO members, and to explain clearly its benefits and how to use it. For maximum impact, the video was featured in an edition of BIMCO Bulletin – an integrated approach for an important communication.

The results

63%

year-on-year increase in organic traffic for BIMCO Bulletin

188%

year-on-year increase in social traffic for BIMCO Bulletin

196%

year-on-year increase in direct traffic for BIMCO Bulletin

The digital format enables us to reach members and non-members alike deep within the – sometimes – very large maritime companies versus a physical copy in the lobby or CEO office. By being digital we can measure that our simple strategy of creating high quality, insightful and easy to read content to increase awareness of BIMCO and its services is working.

Rasmus Nord Jorgensen
Communications Director, BIMCO

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