Brittany Ferries is aiming to celebrate the rare, quirky, and unforgettable holiday experiences that set its journeys apart in a new multi-channel campaign running across the UK, Ireland, France, and Spain.
“Uncommon Holidays” is the first fully integrated creative campaign from McCann Bristol since it was appointed as the ferry firm’s lead creative agency following a competitive pitch process last year. McCann has already handled media planning and buying since 2021.
The campaign taps into the insight that Brittany Ferries’ audience seeks off-the-beaten-track adventures as opposed to ‘cookie-cutter’ package holidays.
This concept is backed by McCann Truth Central’s recent global study, Truth About Escapism, which surveyed over 16,000 people and found that 89% of Europeans believe it is important to travel and experience how different people and cultures live, while 82% of Brits consider travelling the best form of escape.
Uncommon Holidays showcases how travel is about connection, especially through language and “lost in translation” phrases in an effort to inspire fresh, unexpected travel experiences along Europe’s west coast.
The campaign will run across TV, VOD, cinema and OOH, alongside radio, podcasts, display, social, and search.
Brittany Ferries group head of marketing Floriane Chauvin said: “Uncommon Holidays encapsulates the very essence of Brittany Ferries – offering travellers an experience that’s rich in character and authenticity. Partnering with McCann Bristol, we’ve created a campaign that encourages people to see our destinations and onboard experience through a fresh and inspiring lens.”
McCann Bristol executive creative director Zane Radcliffe added: “Brittany Ferries is so much more than just a ferry operator, it’s the start of an unforgettable experience. Our new campaign platform reframes the brand’s role, celebrating the charm, quirks and uniqueness of their uncommon holiday experiences.”
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