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New Advertising Campaign positions Irish Ferries as the carrier ‘putting the pleasure back into travel’

Irish Ferries is launching a new advertising campaign in national press, on TV and online.

The new advertisements build on the sound base established with recent campaigns which, in a humorous and unique way, highlighted the negatives of air travel as compared to the pleasure of travelling with Irish Ferries.

The aim is to communicate to a new audience the value message - that Irish Ferries remains the ‘Low Fares Ferry Company’ – while driving out any remaining misconceptions that ferry travel is the ‘poor relation’.

The campaign revolves around the company’s initials, IF to build advertisements such as ‘What IF the journey was to be enjoyed, not endured’.

A wide range of appealing and uncluttered advertisements, mainly in colour, will be used across a broad range of print and broadcast media aimed at consumers and travel professionals.

Said head of passenger sales, Declan Mescall: “While Irish Ferries remain the Low Fares Ferry Company, we are also driven by our high standards and proud level of customer service, in stark contrast to the low service airlines.

“Having invested €500 Million in our services in recent years we are now primed to drive home the message to any remaining ‘doubters’ that ferry is not just a cost-effective way to travel to Ireland but also a very pleasurable one, with a check-in time of just 30 minutes, five-star on-board facilities, no restrictions on luggage and no ‘hidden extras’.

Irish Ferries new advertising campaign begins on 14 March.

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