The Question
In the face of tough competition from budget airlines and the ‘staycation’ craze not showing signs of abating, how do we encourage people to not only visit the Isle of Man but make sure they take the ferry when they do?
The Steam Packet Company Marketing
The Answer
1. Use our insights into people’s connections to the Isle of Man, we are able to tap in to the reasons to visit; nostalgia, family & friends and a sense of adventure
2. Use the benefits of the ferry and the perceived negatives of the airlines (baggage charges, transfers and credit card fees to name a few) to make the ferry appear to be the only viable option!
The Results
Our campaigns over the past four years have seen a continual uplift in ferry travel. Highlights include a 50% increase in passengers between Dublin and Isle of Man and a 25% increase in foot passengers from the North West to Isle of Man. We have created the right balance between selling the destination and the mode of transport and using increasingly trackable media have been able to demonstrate a positive ROI on the marketing budget.
