Brittany Ferries launches new marketing campaign
Brittany Ferries has launched a new marketing campaign designed to promote its knowledge of the destinations it serves.
Produced by Brighton-based creative agency, Designate, the campaign launched on Christmas Eve and is aimed at families and couples.
It features two TV ads, VOD and a cinema commercial as well as three radio spots and social.
Backed by a £1.25m media spend, the campaign dramatises Brittany Ferries’ capability to deliver more than just crossings to France and Northern Spain but extends to a wide range of accommodation options, from gites and hotels to casas and campsites.
The TV and cinema ads were shot on location in Brittany in 10 separate locations and featured lesser known destinations such as Locronon, Quimper and La Foret de Huelgoat as well as more well-known towns such as Pont – Aven, made famous by Gauguin.
The film crew was even allowed to access areas of iconic Mont St Michel that aren’t open to the public.
"’Following a successful year we wanted to develop our brand campaign to further highlight the beautiful destinations on offer in western France," said Brittany Ferries’ CRM and marketing support manager Julian Patchett.
"We’re sure these new creatives will entice new visitors to choose our sail and stay holidays in both France and Spain. Hopefully it will also rekindle a love for our destinations for those who have holidayed with us previously making them long to return again.’
Designate MD Jason Triandafyllou added: "This latest campaign represents an evolution of the ‘For Anyone’ positioning we developed in 2015. The films are an important part of telling Brittany Ferries’ unique brand story, and we are pleased at how evocative they are of the destinations they serve."
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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