Background

In 2020 when World Fuel Services was tendering for the JP8190 Bulk Fuel Contract, they engaged us to support their tender submission and provide a marketing campaign that ran in parallel, to build a local presence for their defence business.

Challenge

The biggest challenge with any defence tender is distilling the complexity of these large scale projects into a concise pitch that presents a simple narrative for success. To do this you need to understand the competitor landscape and the customers mindset for what matters.

Approach

We embedded ourselves in the bid team to ensure the messages and visuals within the proposal were clear to both technical and non-technical audiences. We created a suite of static and video pieces that demonstrated the benefits of their proposed solution.

In parallel we also developed a local presence for World Fuel’s defence business in the Australian market. This ensured strong, consistent message during and after the tender submission.

Outcome

Their bid was successful.

The customer was responsive to our work, requesting how we presented documentation to continues into the ongoing project.

We’ve continued to work with World Fuel within Australia and are now working with the US teams to refine their marketing messages in the US defence market.