To promote the revamped route, Marine Atlantic branded the journey as the Shut Eye, playing on the common expression 'taking the red eye'. The new level of service offers greater reliability, overnight crossings, more cabins and more choice in amenities. Their recent advertising campaign used compelling visuals to compare the relaxing journey on the modern cruiseferry to often cramped and uncomfortable air travel.
The integrated campaign targeted Atlantic Canada, Ontario and the Northeast United States through online executions with a total of 50 million impressions. In Atlantic Canada the campaign enjoyed additional support from newsprint, magazines, and billboards. The campaign was a clear success with year-over-year bookings up 35 percent for the route.
A great result for Marine Atlantic’s rejuvenated service!
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