Credits:
Client: Daragh O’Reilly & Sarah Coleman, Irish Ferries
Agency: The Javelin Group
Country: Ireland
Strategy: Ken Ivory
Art Direction: Martin Watts
Copywriting: Niall Carey
Account Direction: Finbarr Hayes
Producer: Dara McClatchie
Production: Windmill Lane
Sound: Beacon Studios
The Lowdown:
Irish Ferries to France. Travel. Together.
Irish Ferries is in campaign with a national multi-media advertising initiative to promote its summer sailings to France. Running on TV, radio, digital and press, this is a campaign that sells the feeling of Summer in France and what it’s like to take off on a road trip in your own car. Showing the French countryside, enjoyment of the journey and what France offers the holiday maker, the advertising is a fresh expression of the Irish Ferries brand platform of “Travel. Together.”.
“In the knowledge that there is something very different about ferry travel, we have in recent years researched the area thoroughly. One simple truth that we discovered is that taking the ferry gives people the opportunity to spend quality time together. A commodity in short supply these days. “Travel. Together.” is of course both a reason to enjoy the journey, as well as an invitation.” – Ken Ivory, Director, Javelin
At the heart of the TV lead campaign is the lyrical acoustic track, Follow the Sun, written and performed by Xavier Rudd, coupled with evocative footage of taking to the road in France. The overall effect is both contemporary and nostalgic. There is undoubtedly something special about driving to France on holidays with your family, an experience many of the target audience will relate to.
Unlike other campaigns in the category, the approach is very destination focused, with Irish Ferries positioned as the enabler of the experience. It also offers customers the opportunity to book their preferred Summer sailing with a deposit of just €100, an affordable down payment to make now on the promise of Summer in France.
