Transport firm Irish Ferries is turning the White Cliffs of Dover a shade of green for a new integrated campaign promoting its popular Dover to Calais route, just in time for St. Patrick’s Day (17 March).
Devised in collaboration with creative agency McCann Manchester, ‘The English Channel – The Irish Way’ will look to encourage more passengers to use the brand for their Channel crossings.
Playfully poking fun at the Cliffs’ important role within English culture and identity, the campaign will run across out-of-home, radio, print, digital and social media. Media planning and buying was handled by Wavemaker.
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“We operate in a very competitive market and wanted to create some noise and talkability to help us stand out in the crowd,” said Nora Costello, Irish Ferries consumer marketing and sales director.
“This campaign certainly does that and plays brilliantly to our personality and reinforces our brand proposition of Sea Travel Differently
Former One Direction star Niall Horan’s 2020 hit ‘Nice to Meet Ya’ will act as the backing track to the campaign’s audio ads, with Irish actress Aisling Bea narrating.
McCann Manchester ECD, Dave Price said: “Irish Ferries is the new kid on the dock in this part of the world and we wanted to create a campaign that would make people reappraise their travel plans to France.”
