Lower Miss Ports Partner On Unified Marketing Strategy

Port executives, economic developers and state representatives from Louisiana have long described the five deep-water ports of the Lower Mississippi River—composed of the Port of Baton Rouge, the Port of South Louisiana, the Port of New Orleans, the St. Bernard Port, Harbor and Terminal District and the Louisiana Gateway Port in Plaquemines Parish—as the largest port complex in the world.

Now, those five ports are taking steps to start acting like a single port complex with the announcement of a “unified marketing strategy.”

First mention of that endeavor came at the July 17 meeting of the Louisiana Ports and Waterways Investment Commission (LPWIC), a year-old group formed to advocate for funding for port development in the state and to articulate a future vision for port development. Then, the board of commissioners of the Port of New Orleans, during its July 24 meeting approved a resolution authorizing Beth Branch, the port’s president and CEO, to enter into a cooperative endeavor agreement (CEA) with the other four deep-water ports and to hire Polaris Analytics & Consulting “to develop a collaborative marketing strategy.”

“This CEA represents more than just a marketing initiative,” Branch said at the time. “It’s a commitment to cooperation, unity and long-term vision for Louisiana’s ports. By working together, the Lower Mississippi River ports can speak with one powerful voice and better position our state as a leader in global trade and logistics. We are proud to be taking this important step alongside our partners.”

Two weeks later, on August 7, the state’s economic development office announced that the five deep-water ports have executed that CEA to hire Polaris to develop the marketing strategy.

“This strategic initiative, supported by Gov. Jeff Landry and the Louisiana Ports and Waterways Investment Commission, will unify the strengths of one of the busiest and most diverse port complexes in the world, which moves over a half-billion tons annually, representing nearly 20 percent of all U.S. cargo volumes,” Louisiana Economic Development said in its press release.

Under the agreement, Polaris will assess the strategic positioning of the five Lower Mississippi River ports “both individually and collectively,” engage stakeholders and benchmark competition, develop a unified value proposition and craft a strategic marketing plan and a roadmap for implementation.

“This collaboration among our Lower Mississippi River ports is a powerful example of the kind of regional alignment and focus outlined in our new strategic plan,” said Susan Bourgeois, secretary of Louisiana Economic Development. “By speaking with one voice and leveraging shared strengths, these ports are not only enhancing Louisiana’s global trade presence. They’re creating high-wage jobs, driving investment and positioning Louisiana to win on the world stage.”

Julia Fisher Cormier, commissioner of the Office of Multimodal Commerce within the state’s Department of Transportation and Development, highlighted the individual and collective strengths of the five ports that span the final 256 miles of the Mississippi River.

“Each port brings distinct strengths, but together they operate as a unified force—driving global trade, fueling industry and positioning America as a dominant contender in the international marketplace,” Fisher Cormier said. “This level of strategic collaboration is not just unprecedented. It’s the competitive edge Louisiana needs to transform our river corridor into one of the most formidable port complexes in the world.”

The press release from Louisiana Economic Development proceeds to include a quote from the port director from each of the five deep-water ports on the Lower Mississippi River, from Baton Rouge down to Plaquemines Parish.

“By aligning our marketing efforts, we’re sending a clear message to the world: Louisiana is open for business, united in purpose and ready to lead in international commerce,” said Charles Tillotson, executive director of the Plaquemines Port, Harbor and Terminal District, now marketed as the Louisiana Gateway Port.

The cooperative endeavor agreement and future marketing strategy represent a drastic shift for the five ports compared to years past, which were marked by competition and conflicting messages. In 2016, the Port of Plaquemines unveiled plans to build a container terminal near West Pointe à la Hache, La. In the early 2020s, as the Port of New Orleans, which has a jurisdiction that spans the parishes of Jefferson, Orleans and St. Bernard, was acquiring land and developing its plan for a new container terminal in St. Bernard Parish, the Port of Plaquemines continued touting plans for a rival container terminal farther south. As the Port of New Orleans inked deals with Ports America for the planned Louisiana International Terminal in St. Bernard Parish, the Port of Plaquemines was partnering with APM Terminals for the planned Plaquemines Parish terminal.

In early 2023, the Port of South Louisiana announced plans to acquire the old Avondale Shipyard in Jefferson Parish, technically within the jurisdiction of the Port of New Orleans. The move caught the Port of New Orleans and many at the state level by surprise. Despite the initial agreement for the Port of South Louisiana to acquire the site from T. Parker Host for around $445 million, both parties opted to abandon the plan roughly a year and a half later.

While the Port of Plaquemines and Port of South Louisiana projects garnered vocal local support, leaders at the state level and from other ports complained at the time that the projects represented mixed messaging and undermined marketing efforts on the global level. The formation of LPWIC and the forthcoming unified marketing strategy appear to mark a course change for the five deep-water ports.

“By aligning our strategic outreach, we’re not just marketing our capabilities—we’re redefining how global industries perceive Louisiana’s logistics landscape,” said Brian Cox, interim executive director of the Port of South Louisiana. “This initiative empowers us to present a cohesive, compelling narrative that reflects our shared strengths and future ambitions.”