DFDS
A new ferry operator, a tough first year and an island waiting to be won over. We helped DFDS mark their first anniversary in Jersey with a campaign that said thank you, rewarded Islanders and gave a global brand a local voice.
Change Needed
Taking over the island’s ferry service was a challenge for DFDS. The early months were undoubtedly bumpy, and in a community that relies on its sea links, every delay was noticed and commented on. By the first anniversary the service had steadied, and the milestone gave DFDS the chance to re-engage local stakeholders. They needed to acknowledge the journey so far, but more importantly show what had improved, launch the Islander “thank you” rate and give Islanders the confidence to travel with DFDS. The campaign had to work within strict international brand guidelines covering colour, font, imagery and iconography, while still resonating locally.
Our Solution
We built the anniversary campaign around one idea: We Move Together. It was honest about the past and confident about the future. We named and launched Your Islander Rate, a 15% discount for Jersey residents – a strong and genuine good news story. As well as full press office support to generate media coverage, a comprehensive paid campaign ran across print, radio and digital media with one message: One year on. One big thank you.
Key deliverables included a four-page JEP wrap and translated ads for French media, digital ad takeovers across Bailiwick Express and the JEP, display ads, video and carousel ads on Meta and YouTube plus organic social and a full suite of infographics to support PR and content. A year in numbers, told the Jersey way, showcased the DFDS commitment to the local supplier and travelling community. The brand rules didn’t change. We found room to be creative in the words, the stories and the data.
The Results
DFDS went into their second year with a clear comms strategy, a valued Islander offer and a campaign that provided content focus relevant to the Jersey audience. The campaign managers loved the work, and working with Orchid post pitch, and we have built a strong working partnership with all teams across the DFDS group for ongoing campaign delivery.
"Orchid were a pleasure to work with. They understood the challenge of working within our international brand guidelines and still created a campaign that felt truly local to Jersey. They were responsive, organised and delivered a large number of assets to tight deadlines. We really liked the work."
