Isle of Man based ferry operator the Steam Packet Company is making its television debut this month when its first ever TV advertising airs in Northern Ireland and Eire. The ads which are narrated by Northern Irish actor James Nesbitt, provides viewers with reasons to visit the Isle of Man and promotes the ferry as the best way to get there. The campaign is the brainchild of Steam Packet Company’s retained agency Access Advertising.
Access Advertising has been working with the Steam Packet Company since it won the business in October 2005. Manchester based Access manages all of Steam Packet Company’s above and below the line advertising and is also tasked with managing the company’s brand development.
The campaign, which was created around the Isle of Man Tourism Company’s ‘set yourself free’ proposition, aims to promote the Isle of Man as a visitor destination for a short break from both Northern and Southern Ireland this Summer, as well as creating awareness about the new fast craft service from Dublin and Belfast.
Access worked closely with the marketing team at Steam Packet Company to manage every stage of the project, from the initial creative concepts and script creation, to overseeing the filming and sourcing a fitting voiceover artist and re-arrangement of a traditional Manx piece of music, through to the final edit.
Simon Landi, client services director at Access comments: “The team that work with Steam Packet Company all have extensive experience of producing well targeted creative design, including wide-ranging tourism-led activities - working for clients such as The Mersey Partnership, Manchester City Council, Visit Chester & Cheshire, and Liverpool Capital of Culture. But these ads were also our first venture into the land of TV and I’m sure this new experience will only further strengthen Access’ destination marketing credentials.
“At Access we measure our success not just on the quality of the end product but also on how effortless we make the process feel for our clients, and I’m sure Steam Packet will agree that this project was no exception. I am confident that we will now be able to use the knowledge gained in this area to assist our other clients, as well as helping us to target future business.”
The TV ads, produced by the TV Department in Wilmslow, feature two 30 second ads accompanied by 10 second cut downs and aims to drive viewers to the website to book online. These commercials will be supported by press and radio, with Nesbitt again voicing the radio commercials.
The Steam Packet Company operates ferries from the UK mainland to the Isle of Man, as well as having its own holiday company, is the longest serving continuously running ferry service in the world, and celebrated its 175th anniversary in 2005.
