Serco NorthLink Ferries unveils new marketing campaign
Serco NorthLink Ferries has unveiled a new marketing campaign, created by Weber Shandwick in association with Story and The Media Shop. The campaign centres round a short film – produced by Story - titled “Far isn’t Far” which features a voiceover and poetry from Fair Isle resident Lise Sinclair. The campaign includes a brand refresh, a new website, new internal communications procedures, press and online advertising, a new social media strategy and a targeted PR plan. Managing director of Weber Shandwick in Scotland, Moray Macdonald, said: “It has been an exciting few months working with NorthLink, Story and the Media Shop to plan and implement a fresh new marketing strategy. “We have developed an engaging campaign for NorthLink Ferries that works across all media, with particular emphasis on digital given the huge propensity of travellers to find and book their holiday online. “This innovative campaign demonstrates the great work that can be done in Scotland when agencies collaborate on behalf of the client. “We are particularly excited about the new look we have designed for NorthLink Ferries – Magnus the Viking provides so many opportunities for the brand to engage in new ways and is already being rolled out on board as well as marketing materials.” Weber Shandwick managed this project on behalf of Serco NorthLink Ferries and was responsible for campaign planning, the new brand design, website design and build, social media and media relations, while Story produced the video and advertisements and The Media Shop planned the media campaign.