Elevating the public profile of Darwin Port in Australia

aerial view of Landbridge Group's port in Darwin

CHALLENGE: Landbridge Group, which has a 99-year lease on Darwin Port to operate it, occasionally attracts public scrutiny as a Chinese-owned business running a significant maritime and trade asset. Sefiani’s focus was to help everyday Australians, journalists, business leaders and government stakeholders learn more about the Port.

STRATEGY: Sefiani commenced a program of media engagement and content development, offering journalists and the public greater access to insights from senior executives at Landbridge and Darwin Port. Sefiani also assisted Landbridge with government relations, the design of more informative and appealing websites for Landbridge and the Port, and issues management as required.

IMPACT: Landbridge has heightened its engagement with journalists, provides a steady stream of content and insights to the public, and engages effectively with its stakeholders, allowing the Australian public to gain a more balanced understanding of Landbridge’s management of Darwin Port.