Context
In a competitive UK staycation market, simply promoting ferry crossings wasn’t enough to inspire travel. Red Funnel needed to strengthen its position not just as a transport provider, but as the essential gateway to an island people actively wanted to visit. The challenge was to build greater desire for the Isle of Wight itself, knowing that increased demand for the destination would naturally drive demand for the ferry route.
Strategic Insight
People don’t choose a ferry; they choose the experiences waiting at the other end. By putting the Isle of Wight at the heart of the story, we could position Red Funnel as the brand that unlocks a ‘Wonderfully Different’ escape. Through earned media and culturally relevant storytelling, we shifted the conversation from travel logistics to travel inspiration.
Creative Concept
Our integrated strategy combined immersive press and influencer trips, proactive media relations and destination partnerships to showcase the Island through fresh, experience-led narratives. Taste of the Island mailers helped spark conversations with key foodie media and influencers and spotlight local producers, our dedicated solo travel campaign targeted a growing aligned audience, and ongoing seasonal storytelling consistently reinforced Red Funnel’s role as the gateway to the Isle of Wight while simultaneously raising awareness of the wider Island’s unique appeal.
Full Colour
Result One:
Destination desire
We generated 650 million opportunities to see, building national awareness of the Isle of Wight while embedding Red Funnel naturally within every story.
Result Two:
Authentic voices driving influence
Hosted 15 journalist and 14 influencer visits during our campaign, securing in-depth editorial and authentic social content that inspired audiences to consider the Isle of Wight for their next staycation.
Result Three:
Impactful messaging
With 90% of editorial and influencer content featuring one or more key messages and 87% including a clear call to action, the campaign consistently connected inspiring stories about the Isle of Wight back to Red Funnel, reinforcing its Wonderfully Different positioning while encouraging audiences to take the next step and book.