Putting Possibility back into travel
In 2009 we began putting the quality of the experience at the heart of all Irish Ferries communications. “Good value” and “cheap” are different things and through extensive research we unravelled the complexity of this area as it related to ferry travel. So while all communications contained price and a call to action, they were framed with a sumptuous and big brand feel.
All communications, across Ireland, France and the UK consistently feature an iconic and beautiful Irish red headed woman. The intention being to attract interest from a younger market, where women were as much influencers as decision makers, all in a manner which was true to the company’s modern Irish heritage.
Using a new campaign idea, “It’s Everything you go for”, crucially we moved the communication strategy from continuous press activity/campaigns to a combination of TV and radio across the key months of the traveler’s year. For our efforts, the brand has been rewarded with significantly increased passenger numbers, increased awareness levels and an International Marketing Award (All Ireland Marketing Awards 2011) to boot.