• February 24, 2014

SOHAR Port and Freezone launches new consolidated brand

SOHAR Port and Freezone today unveiled a new brand identity as part of a huge global marketing drive that will showcase SOHAR to the world and help highlight the Sultanate’s continued commitment to growth.

The new brand was officially launched during a glittering VIP event at The Chedi Muscat, under the auspices of H.E. Sultan bin Salim Al Habsi, Secretary General of the Supreme Council for Planning, Chairman of the Board in front of around two hundred stakeholders, including Oman Government officials, SOHAR Port and Freezone Board members, Port and Freezone tenants, partners and staff, as well members of the media.

The new identity is in keeping with a modern and technologically focused organisation, but contains the original wave design from the very first Port logo created over twelve years ago.

The new brand comes with a new motto: SOHAR it all starts here and will be used to spearhead an international marketing drive that will focus on key growth markets, including the Middle East, China, Korea, Japan, India, the European Union, the United States and Brazil. Television, print and online media, as well as international conferences and events will all be used to build awareness of SOHAR and its unique offering.

The decision to combine the Port and Freezone under one new brand pays tribute to exponential growth during the first decade of operation. Investments to date approximately US$21 Billion; growing volumes of cargo; a busy waterfront; and the first phase of the Freezone almost entirely leased out, have helped to position the Port and Freezone as one of the fastest growing combined developments of its kind anywhere in the world.

Andre Toet, SOHAR Port’s Chief Executive speaking at the event, said: “This is an incredible time for SOHAR Port and Freezone and I’m proud to be part of it. The new combined SOHAR brand gives us additional leverage to strive for further international growth. This marks a new period in our development and the future is looking brighter than ever. We have new container facilities and expanded terminal operations opening in the Port, and many new tenants signing up in the Freezone.”

The economic prosperity generated by SOHAR Port and Freezone is also having positive spill over effects for the region, a point highlighted by H.E. Sultan bin Salim Al Habsi, Secretary General of the Supreme Council for Planning, Chairman of the Board: “Of course the economic success of SOHAR Port and Freezone is critical and the figures speak for themselves; but our success should also be judged on the growing prosperity of the local communities. We contribute significantly to continued employment growth, vocational training and skills development in the Batinah region, ultimately helping to fuel the Sultanate’s on-going modernization and diversification.”

SOHAR Freezone Chief Executive Officer, Deputy CEO Sohar Industrial Port Company, Jamal Aziz said: Fast improving infrastructure with the addition of new direct road, rail and air links in SOHAR, combined with low-cost energy and plentiful feedstock like petrochemicals, iron, steel and aluminium, will all help to secure more overseas investors to the area. This combined with SOHAR’s prime position as a deep-water port outside the Strait of Hormuz, will help to ensure the new campaign slogan It all starts here becomes reality.