The name of a person, place or thing can prove vitally important in a commercial context, which is why many high-flying people and companies have changed their names or rebranded their products and services over time. Ferry ports, it would seem, are not above or immune to such changes. Recently, Portsmouth ferry port bosses announced that the Continental Ferry Port would be renamed the Portsmouth International Port with immediate effect.

The name change was apparently motivated by a desire to attract more business from overseas. Hoping to become a major stopping point for companies and passengers outside of Europe, the port aims to attract new contracts with its £16.5 million passenger terminal, which is scheduled to open next month.

Martin Putman, the port’s manager, explained: “As we develop to include a substantial number of cruise operators, alongside our existing ferry partners, it’s clear the port has to have an identity that reflects all our business activities. With a new terminal opening soon it’s perfect timing for a name change.”

Liberal Democrat MP, Mike Hancock, voiced his support for the name change, stating: “It’s not just a coastal port, it’s an international link bringing passengers and freight. We have a brand new terminal, new ships coming in and new companies carrying goods.”

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