Discover how a Tasmanian travel operator arrested falling passenger numbers by showing more faith – not less – in its media partners by turning up the volume on its creative, as this marketing case study shows.
The Spirit of Tasmania ferry service between Melbourne and Devonport achieved seven years of successive operating profit, but airlines were taking market share. Passenger numbers were down 8 per cent and vehicles numbers fell 5 per cent. TT-Line ran seven ad campaigns, including “Drive straight into your next holiday”, but did not arrest the slide.
Create a more powerful marketing proposition to increase passenger bookings and maintain profitability.
The company increased its customer acquisition budget by 22%, changed the advertising program with new creative for the branding campaign, and increased the number of campaigns.
TT Line launched “Sea the Difference” in Melbourne’s Sunday papers, focusing on the advantages of taking the ferry instead of flying to Tasmania.
This was the first of 12 campaigns, with ads in newspapers reaching an estimated 73% of Victorians and 53% of Tasmanians (73% reach in Melbourne and 82% in Hobart) , as well as online and on TV, combining brand campaigns with offer-driven retail ads.
The campaign scored positively on business and marketing measures:
Courage is needed when faced with diminishing buyer numbers. The instinct to reduce costs will often take hold but this can be a mistake. TT-Line shows a business can use marketing to navigate out of troubled waters.
Newspapers were a critical element in this campaign, using stand-out creative and high reach to build recall and attract new customers.