Meeting/Event Information

Port Tampa Bay Rebranding Campaign

September 22, 2015
11:30 AM - 1:00 PM

Brio Tuscan Grille
Bay Street at International Plaza, 2223 N. West Shore Blvd.
Tampa, FL 33607

Repositioning a Global Brand: Port Tampa Bay
Tampa’s port is transforming itself with diverse lines of cargo and new business ventures but it needed a new way to tell its story to the world as well as promote itself to new business targets.

Port Tampa Bay is the largest single economic engine in West/Central Florida contributing more than $15 billion in economic impact and affecting more than 80,000 jobs.

Karl Strauch, VP of Brand Development and Strategic Alliances for Port Tampa Bay took on the complex task to rebrand Tampa’s port. But how do you rebrand an international business that is run by a governmental agency, deals with the corporate world and simultaneously has a strong affiliation with the community politically? Learn how the port did it and understand what it means for our community. He will also be talking about the global trade and logistics industry, the port’s role on the world stage and why it needed to rebrand.

Whether your focus is on marketing, public relations or advertising, there will be plenty of takeaways for everyone from this program.

Karl Strauch Bio

Karl Strauch is the Vice President of Brand Development and Strategic Alliances at Port Tampa Bay. He leads a team focused on strategic message positioning and planning, creative development and implementation for marketing, advertising, PR and interactive programs. As the head of strategic alliances for the Port, Karl also coordinates with regional partners such as EDCs, community chambers, associations, institutions and the largest regional employers to tell the Port Tampa Bay story within the entire Central Florida region and collaboratively develop partnerships that promote Port Tampa Bay’s standing among its target audiences locally, nationally and internationally.

A dynamic marketer, brand strategist, executive project manager and an award-winning creative writer, Karl develops programs that build brand value around Port Tampa Bay, positively impacting the Port’s audiences with the goal of gaining market share and increasing revenue. He provides creative but pragmatic, thoughtful & actionable marketing solutions to business objectives.

Karl’s experience spans 30 years in large media markets such as NYC, Los Angeles and Atlanta, Savannah and he currently resides in Tampa, FL.  He has worked at or on some of the top brands in the world including those at RJR Nabisco, Anheuser-Busch, AT&T, Pearle Vision and Friedman’s Jewelers as well as agency stalwarts N.W.Ayer and DMB&B, and Wells, Rich, Greene among others.  His experiences as a Marketing VP/Director and a Creative Director/Writer leading creative teams has enabled him to gain a rounded, seasoned perspective in creative efforts both aesthetically and strategically from the agency’s, clients’ and customers’ perspectives alike.  Karl has worked over a wide variety of product and service categories, including corporate image (brand), defense & automotive technologies, IT, telecommunications, food & beverages, financial services, biomedical, healthcare and consumer goods, but has among his specialties, retail, tourism, transportation and economic development. 

Lunch Menu 
Zuppa Del Giorno
Soup of the Day

Tuscan Harvest Salad
Mixed greens, thinly sliced grilled chicken, mushrooms, bacon, almonds, Gorgonzola, apples, dried cranberries, crispy lavoush, Tuscan Italian dressing

Coffee, Iced Tea, Soft Drinks

**If you have special dietary restrictions, please be sure to indicate your needs in the comments section when you register.

Cancellation Policy: Cancellations received by noon on Monday, September 21, will be accepted without penalty. Regarding cancellations made after that date, registrations paid in advance will not be refunded, and those who registered but did not pay will be invoiced the full registration amount.


$25.00 Member

$40.00 Non-Member

$25.00 PRSSA Student