Sydney Ferries – Turning ideas into new profitable income streams.
October 28, 2010 // IBM BLOG POST
Destination destination destination…
Image & Brand Management were appointed by Sydney Ferries after a three-way pitch, to develop a campaign that would raise awareness among Sydneysiders and tourists alike, of the wide variety of Sydney harbour destinations that are serviced by Sydney Ferries. Sydney Ferries were already used extensively by commuters, so the target was to change attitudes to Ferry travel in general – from a ‘means to an end’ during peak hours, to a preferred transport of choice during off-peak leisure time.
We created a two-pronged solution: to build awareness of Sydney Ferries by promoting feature destinations in their own right, starting with Double Bay. We set about producing a series of ads and posters asking provocative questions that challenged the audience to question their own knowledge of Sydney. The first of these, presented viewers with some features of Double Bay; some well known (shoes), others not so well known (beach, markets). The campaign line was “HOW WELL DO YOU KNOW SYDNEY?”
A second Double Bay campaign displayed an image that, to most Sydneysiders, was clearly not Double Bay, with a cheeky question ‘Double Bay?’ over it. Placed alongside their counterpart ads, these made the campaign all the more intriguing and also promoted these alternative Sydney Ferries destinations.
Prints ads helped to concurrently develop the awareness of Double Bay as a key Sydney Ferries destination. Again, the badge was used to consistently convey the campaign line to help build recognition and strength to the overall campaign.
Website, Leaflets, “Destination” Badges…
A website, DL leaflets and “destination” badges were also produced as part of this campaign.
SERVICES PROVIDED FOR SYDNEY FERRIES:
Audience Profiles – research & present targeted audience
Unique Positioning – key marketing messages
Brand Idea – message that runs throughout all marketing
Overarching Creative Approach – look and feel, style, personality
Marketing Strategy – campaign approach, sales based
Brand Touch Points
Print Collateral – brochure, DM
Electronic & Web – website, banner advertising, email newsletters, SEO
Diverse Marketing Channels – environmental graphics, outdoor
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