Ferry operator DFDS won a silver award in the Consumer Relations Campaign category at the CIPR Pride Awards for the North East, which was hosted in Newcastle on Friday 8 December.
The company won the accolade for its 'Freedom of Ferry Travel' campaign, which saw professional Red Bull and extreme sports free runners perform a series of stunts and free running tricks on board one of its Newcastle-Amsterdam ferries.
More than 950 entries were submitted for the awards from 337 companies, 604 campaigns, 14 teams and 48 individuals across the UK. The winners were selected by a panel of expert public relations professionals.
Michelle Ulyatt, PR Manager for DFDS, said: “We're thrilled to have won a silver award in the CIPR Pride Awards this year. The Freedom of Ferry Travel campaign was a huge success for us and we're delighted that it has gained recognition from industry experts.”
In mid-2016, DFDS identified an opportunity to attract a younger audience in the North East of England to the concept of travelling from the UK to continental Europe via ferry. Alongside their PR agency Rooster PR, the ferry operator looked at trends and content that had tended to go viral amongst that market and identified a campaign to target this audience.
Partnering with specialist film producers All Conditions Media and free runners Ryan Doyle (Red Bull) and Will Sutton (extreme sports), Rooster created a storyboard that allowed the athletes to show off their skills while showcasing the variety of services and facilities provided on DFDS' ferries.
The film achieved more than 117,000 views, raising awareness of the ferry brand. The content was featured in key regional, travel trade and specialist media titles, with a combined reach of 13,244,388.
