Irish Ferries have taken their initials IF and placed them up front in a new advertising campaign aimed at promoting the attractiveness of travel by ferry.
Aimed at a new, younger generation, many of whom have never before travelled by car ferry, the campaign aims to position Irish Ferries as the carrier that is putting pleasure back into travel.
Using the company's initials IF as the creative theme, it features such headlines as 'What IF the journey was to be enjoyed, not endured?' to underline what they see as the contrast between ferry and air travel.
Driving force behind this new approach was the €500million that Irish Ferries has invested in acquiring new vessels and in upgrading services generally to deliver what they regard as ‘a standard of service vastly superior to anything that those who travel by air have come to expect’.
Devised by Dublin advertising agency Javelin Advertising, it will appear in press, television and online over the coming months.
