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Corporate identity change heralds new phase of growth
for Hayleys Group's transport and logistics sector
companies
Maritime Holdings Limited (MHL), widely considered Sri
Lanka's premier transport and logistics company, adopts
a new corporate identity this week, in an initiative to
encapsulate and project its unique and multi-sectoral
capabilities, growth potential and corporate lineage.
The holding company for 23 businesses in transport and
cargo logistics encompassing air, sea and land, the MHL
Group will embark on a new phase of growth and
diversification as Hayleys Advantis, providing a
coherent integrated identity to the dynamic grouping, a
link to its parent blue chip and an identity more
representative of its portfolio.
Derived from the Latin stem adventus, which means 'to
arrive,' the new name 'Advantis' is a powerful
affirmation of the group's corporate brand positioning
statement: The power of total transport solutions
through integrated global partnerships, while a stylised
star made up of three arrows integrated into the name
communicate the three elements of transport the group
offers, land, sea, and air.
Explaining the rationale for the new corporate identity,
Hayleys Chairman Rajan Yatawara said: "Maritime Holdings
has grown into a Rs 1.8 billion business with strong
global partnerships and dynamic market-leading local
operations. The new name reflects the scope and stature
of the group today, and paves the way for new business
opportunities in all sectors of transport and
logistics."
Derived from the Latin stem adventus, which means 'to
arrive,' the new name 'Advantis' is a powerful
affirmation of the group's corporate brand positioning
statement: The power of total transport solutions
through integrated global partnerships, while a stylised
star made up of three arrows integrated into the name
communicate the three elements of transport the group
offers, land, sea, and air.
Hayleys Advantis Managing Director Mohan Pandithage
added: "We have created a unique and distinctive
corporate brand which would enhance our identity.
This ensures we are able to build on our current
business and diversify to new businesses in the future
and positions our brand to meet the ever-changing needs
of the customer."
Tracing its roots to the formation of the Hayleys
Group's Shipping Division in 1958 and the establishment
of Maritime Agencies in 1972, Maritime Holdings evolved
into one of Sri Lanka's leading sea freight companies
with a range of ancillary services and subsidiary
companies that support its core capability and expanded
into a group of businesses that can claim to be one of
Asia's leading transport solutions providers.
The Group's current businesses span the shipping,
ship-owning, aviation, freight management and logistics
and SCM (supply chain management) sectors and include
companies involved in ship agency, ship owning and
management, chartering, freight forwarding, courier,
container depots, distribution centres, multi country
consolidation, travel and airline GSAs.
Describing the adoption of the name Hayleys Advantis as
the launching pad for fresh growth, Mr. Pandithage said
the focus of the group would be on greater involvement
in air and sea transportation services, enhancing its
overseas presence in strategic markets, emphasis on
marketing its wide range of transportation services in
an integrated manner and augmenting the group's
logistics infrastructure and capability to provide more
logistics services to new markets, whilst ensuring
enhanced levels of service to existing clientele.
"We also plan to focus on enhancing our Express Freight
business and strengthening our portfolio of aviation,
travel and destination management services through
stronger links with strategic markets, and through the
provision of training in passenger and cargo handling
for the aviation industry," he disclosed.
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