Brittany Ferries Bringing Uncommon Holidays to life

Post-pandemic, competition was tougher than ever for Brittany Ferries. Cheap package breaks were flooding the market, and the brand needed to prove it was more than just a ferry crossing. 

We had to spark a new reason for travel. Why settle for cookie-cutter when you can travel differently?

This led to Uncommon Holidays: a platform celebrating off-the-beaten-track adventures that begin the moment you step onboard. 

The platform was designed to feel uncommon in both idea and execution. ITV’s Proudly Presents spot broke convention and even the fourth wall, while hyper-local OOH highlighted unique experiences near arrival ports. When Guernsey was added to Brittany Ferries’ routes, we created The Weather Catcher, a series of charming ITV Weather idents with a local twist, that went on to be named LBB’s Work of the Week. 

Then came Wake, in long-form storytelling print and OOH which immersed readers in personal holiday moments. This rippled across Guardian pages and onto over ninety TfL placements, reaching over 25% of London commuters. It quickly earned acclaim, with Campaign naming it Ad of the Day, Ad Age calling it Ad of the Week, and LBB confessing they were ‘losing their shit over this’ (in a good way).

Our uncommon campaign reached unprecedented impact, driving a 19% increase in site traffic, and picking up industry recognition along the way. And with competitors left in its wake, this uncommon journey has only just set sail.