THE CHALLENGE

We began working with Bay Ferries when traffic volume for The CAT™ high-speed ferry between Bar Harbor, Maine, and Yarmouth, Nova Scotia, had reached a plateau only two years after a successful launch. Our research showed that consumers knew very little about Nova Scotia and what it had to offer as a vacation destination – and they thought it was "too far away."

QUICKTIME

OUR APPROACH

A Two-Nation Vacation. Our strategy focused on building awareness that Nova Scotia was less than 3 hours from Maine via The CAT. By positioning Maine and Nova Scotia as a single combined touring destination made possible by The CAT, we created the "Two-Nation Vacation." We helped The CAT secure the endorsement of the American Automobile Association (AAA) and developed a branded driving vacation experience called The Coastal Discovery Trail. AAA calls this touring vacation – Maine to Nova Scotia via The CAT – "one of the best driving vacations in North America."

A focus on destination. To showcase Nova Scotia's unique Acadian and Scottish cultures, we developed the "Cultural Attraction" campaign, featuring a lavish 60-second television spot. It highlights the province's natural wonders and cultural attractions – and how The CAT makes the trip easy, fast and fun.

RESULTS

Our breakthrough campaigns for Bay Ferries, along with AAA's endorsement, have resulted in record performance for our client over a two-year period. The Two-Nation Vacation has resulted in a 28% increase in vehicle traffic for The CAT. And just midway through the first season of the Cultural Attraction campaign, CAT traffic has increased more than 20%.

We are now helping Bay Ferries expand to new fast ferry operations, including service between Rochester and Toronto, and between Trinidad and Tobago.

 

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