French shipping company Brittany Ferries has launched a new campaign celebrating “rare, quirky and unforgettable” holidays.

Devised by creative agency McCann Bristol, the new marketing drive has been launched across the UK, Ireland, France and Spain. It is the first fully integrated creative campaign from the agency since it was appointed as Brittany Ferries’ lead, following a competitive pitch process.

The campaign plays with words, highlighting uncommon phrases that won’t be found in a normal phrasebook, and according to the ferry company, it taps into the insight that its passengers seek off-the-beaten-track adventures.

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McCann Bristol’s executive creative director, Zane Radcliffe, said: “Brittany Ferries is so much more than just a ferry operator, it’s the start of an unforgettable experience. Our new campaign platform reframes the brand’s role, celebrating the charm, quirks and uniqueness of their uncommon holiday experiences.”

This is backed by a study carried out by McCann which highlighted that 89% Europeans believe it is important to travel and explore other cultures. The study also revealed 82% of Brits thought travel was the best form of escape.

The new campaign will run across TV, video-on-demand, cinema, out-of-home, radio, podcasts, display, social media channels and search.

Floriane Chauvin, group head of marketing at Brittany Ferries, said: “Uncommon Holidays encapsulates the very essence of Brittany Ferries, offering travellers an experience that’s rich in character and authenticity.

“Partnering with McCann Bristol, we’ve created a campaign that encourages people to see our destinations and onboard experience through a fresh and inspiring lens.”