Irish Ferries has launched a new campaign in partnership with McCann Manchester to promote its Dover to Calais route, encouraging passengers to travel to France “The Irish Way.”
Created by McCann Manchester, The English Channel – The Irish Way, broke over the weekend across OOH, radio, print, digital and social channels, just ahead of Ireland’s national holiday, St. Patrick’s Day, on 17th March.
With a nod to its cheeky personality, distinct tone and a dash of audacity, the award-winning ferry company is playing to its ‘green’ charm, as well as re-naming the English channel, the “Irish channel” and turning the White Cliffs of Dover a vibrant shade of green.
Hoping to put the fun into ferry travel to France with this latest campaign, Irish Ferries launched its Dover Calais route in 2021. Nora Costello, consumer marketing and sales director at Irish Ferries said: “We operate in a very competitive market and wanted to create some noise and talkability to help us stand out in the crowd. This campaign certainly does that and plays brilliantly to our personality and reinforces our brand proposition of Sea Travel Differently.”
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Dave Price, executive creative director at McCann Manchester added: “Irish Ferries does things differently. In this tongue in cheek campaign, to promote its Dover to Calais route we’re giving a touch of Irish charm to the iconic white cliffs of Dover… and turning them green. 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.”
Making it all even more Irish, actress, comedian and screenwriter Aisling Bea is the voice of the campaign, whilst Niall Horan’s “Nice to meet ya” forms the backing track.
Irish Ferries is the market leading, and award-winning, Irish ferry company, operating on routes between Britain and France (Dover to Calais), Britain and Ireland (Holyhead to Dublin, and Pembroke to Rosslare), and Ireland and France (Dublin to Cherbourg). The firm is an operating division of publicly quoted Irish Continental Group (ICG).
