The brief
We were challenged to build a loved brand. To find and develop a positioning for Wightlink that would appeal to two very distinct and different audiences – the residents of the Isle of Wight who used the service nearly every day and the mainland visitors and tourists.

Strategy
We looked at and researched the reasons why people travelled. We understood that for both audiences the ferry wasn’t just a means of travel – it represented more than that. Wightlink was at the centre of both groups’ experiences and they were truly ‘Part of Island Life’. It was a positioning that fitted perfectly with the company’s involvement in community life on the Island

Results
We were able to develop this positioning right across their communications platforms. From redesigning their website to TV and press campaigns we were able to reach their audiences at key touch points with targeted messaging.

In 2010, car traffic increased by 3% and foot passengers by 2% - both against a backdrop of improved yields – and Wightlink  remained confirmed market leaders with 61% of the cross-Solent market.

TV Ad: