Port Authority Gets New Website, Branding; Reports Record Growth

The Alabama Port Authority has launched a new website and branding, which it says are “aimed at highlighting the capabilities and connectivity at one of the nation’s largest deep-water seaports,” the Port of Mobile. ALPorts.com uses imagery reflective of the port’s infrastructure investment and aims to provide streamlined information important to the port’s customers, service providers and stakeholders, and the public at large. The streamlined “M” in the new branding is meant to illustrate the modernization of the port resulting from the $1.3 billion-plus investments in public seaport, terminal rail and waterway infrastructure there since 2001. The new website and branding campaign reflect more than six months of work, with contributions from the Port Authority’s management, public relations and information technology teams. JJPR Agency of Daphne performed the creative work for both the brand and website, and much of the content of the new website was derived with the input of the port’s frontline managers and supervisors engaged in day-to-day communications with customers and stakeholders.

Additionally, the authority announced record containerized cargo volumes for 2021. The increase was nearly 19% over 2020’s numbers, climbing to a record 502,623 20-ft equivalent units (TEUs). Also, its refrigerated containers segment continued a robust pace, with December posting a near-record-breaking lift of 790 containers and finishing the year with a 50% increase in volume compared to that in 2020. The port attributes much of this growth to the delivery of nearly $74 million in refrigerated facilities investment (BBN #60). It also experienced minimal to no congestion and no vessel delays at anchor. Vessel-to-rail turn times were within 24 hr. Intermodal rail also grew, ending the year with 23,776 TEUs handled, representing 139% growth over volumes in 2020. Since 2015, the port’s volume has grown by 120%, making the gateway one of the fastest-growing container ports in the U.S.