Delaney Fletcher Bozell is targeting Francophiles with a drive, claimed to be worth 4m, for new cross-channel ferry operator SeaFrance.
The strapline, “SeaFrance: the French way to France”, will run in a series of press campaigns. The aim is to attract customers by offering a taste of France even before the ship docks in Calais.
SeaFrance is owned by French railway company SNCF and was formed in July when ferry company SNAT was reborn following the breaking of its links with Stena Sealink (now Stena Line). It operates only on the Dover to Calais route.
“Other ferry operators, such as Stena, seem to focus more on the day tripper, but SeaFrance wants to attract motorists who pay more for their tickets,” says DFB managing director Mark Lund.
The company is refitting its boats to emphasise their French character. For example, it is stressing the range of French food and drink available on board. It aims to secure about ten per cent of the market by the end of its first year in operation.
The sales promotion account for SeaFrance has been won by KLP.