Port of Long Beach Awarded for Outstanding Communications


Video, outreach and branding campaigns among 14 trophies awarded

The Port of Long Beach collected the most awards from the American Association of Port Authorities by earning recognition for all 14 of its entries spanning a variety of communications campaigns, including the trade association’s top prize for the Gerald Desmond Bridge Replacement Project Mobile App.

“These awards reflect the success of effective communication and public relations activities that illustrate the Port’s value as a national economic engine, a community partner, a local jobs creator and an industry leader — thanks to our excellent Communications Division,” said Mario Cordero, Executive Director of the Port of Long Beach.

(Image Courtesy: Port of Long Beach)

“It is an honor to be recognized as the best of the best by our industry peers,” said Frank Colonna, President of the Long Beach Board of Harbor Commissioners. “This outstanding showing demonstrates the Port’s creativity, effectiveness and a can-do leadership in communications while connecting with a diverse audience of labor, industry and community stakeholders.”

The Gerald Desmond Bridge Replacement Mobile App, launched in January 2019, won the AAPA’s Award of Overall Communications Excellence trophy, the highest honor bestowed by the AAPA, which represents more than 130 seaports in the United States, Canada and Latin America. Long Beach competed in categories composed of seaports with the largest communications budgets.

The new LB Bridge App, deemed by AAPA judges as “visually appealing with so many great features,” informs users of construction status, benefits and impacts of the $1.5 billion bridge replacement project, scheduled to open this year. The app is available to download on Apple and Android mobile phones.

The Port of Long Beach earned the AAPA’s Award of Excellence – the equivalent of first-place trophies – in five categories:

  • The annual “State of the Port” event held in January, highlighting the past year’s accomplishments while also setting the tone for the year ahead, was lauded by judges in the Special Events category for being a “well planned” and a “must-attend” function.
  • The Port of Long Beach website, redesigned in February, was recognized in the Website category for delivering an up-to-date and mobile friendly platform. Judges said the revamped polb.com is “visually attractive and dynamic.”
  • The Port of Long Beach Academy of Global Logistics Pathway at Cabrillo High School links curriculum and activities to the goods movement sector and demonstrates a “long-time commitment and community engagement,” according to judges of the Community/Education Outreach category.
  • The Port of Long Beach PHOTO Program, an annual collaboration with the Arts Council for Long Beach that highlights the work of amateur and professional photographers, in the Community/Education Outreach category. Judges praised the PHOTO Program for broadening the public’s knowledge of the Port.
  • A canvas tote bag featuring the artwork of Long Beach artist Dave Van Patten was created in partnership with the Arts Council for Long Beach as a keepsake for visitors of the PHOTO Program popup galleries. “It’s not about a giveaway – it’s about tying a community together,” said judges of the Promotional/Advocacy Materials category.

The Port of Long Beach also collected the AAPA’s Award of Distinction – the equivalent of second-place wins – in six categories:

  • A video featuring drone footage of the men and women constructing the Gerald Desmond Bridge Replacement, set to the inspirational “Simple Gifts” theme from composer Aaron Copland’s “Appalachian Spring.” Judges from the Video category said the entry was “awe-inspiring, nail-biting and brought real emotion.”
  • A video chronicling the Port’s headquarters through more than a century, culminating with the grand opening of a new building in July 2019 at the Long Beach Civic Center. The combination of new and archived footage “incorporates the role and importance of the Port in the City of Long Beach, past and future,” judges of the Video category said.
  • The Harbor Department’s move into the Long Beach Civic Center in 2019 was the inspiration for the 2019 Port of Long Beach Holiday Greeting. Judges in the Miscellaneous category praised the creativity of the 3D card and a digital version shared on social media.
  • The Move 415 Ocean campaign, deemed by judges in the Overall Campaign category as “creative” and “well-executed,” facilitated the Port’s move from interim headquarters to a new, permanent administration building at the new Long Beach Civic Center complex.
  • The Port’s refreshed branding, launched in February, has a “very modern and sleek look” while also exhibiting leadership in the goods movement industry, according to judges of the Overall Campaign category.
  • The Tidetables and Reference Guide Brochure facilitates safe and efficient navigation for thousands of vessel calls each year and is regarded as an “essential product” for its target audience, according to judges of the Directories/Handbooks category.

Additionally, the Port of Long Beach received the AAPA’s Award of Distinction – the equivalent of third-place wins – in two categories:

  • Men and women who ensure the ongoing success of the Port were celebrated in the video “Salute to Port Workers.” Judges in the Video category cited strong production values accompanied by Copland’s “Fanfare for the Common Man.”
  • The 2019 Strategic Plan Update was praised by judges in the Miscellaneous category for being “well thought-out” and “a nice aesthetic to go along with great content” while charting a future course for the Port based on direction from the Harbor Commission.

The Port of Long Beach is the nation’s second-busiest seaport. With 175 shipping lines connecting Long Beach to 217 seaports, the Port handles $170 billion in trade annually, supporting more than 575,000 Southern California jobs.

Sea News, August 18

Baibhav Mishra
Author: Baibhav Mishra

Associate Editor, Sea News