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Joint Campaign Launched in UK to Invite Visitors to Ireland's Ancient East

31st August 2017
A joint campaign launched in the UK is to encourage visitors to Ireland's Ancient East by travelling Fishguard-Rosslare, served by the Stena Europe. A joint campaign launched in the UK is to encourage visitors to Ireland's Ancient East by travelling Fishguard-Rosslare, served by the Stena Europe. Credit: Stena Line

#ferry - A joint campaign has been launched in the UK by Stena Line and Tourism Ireland which will be seen by over 3 million people.

The new campaign invites people to stir their soul and travel Fishguard-Rosslare to enjoy a short break in Ireland.

Highlighting the country’s Ancient East including counties such as Wexford, Waterford and Kilkenny, the campaign targets the ‘culturally curious’ audience across Britain. The campaign includes radio ads, which will reach over 1.73 million listeners in London, South West England and Wales and online ads.

Diane Poole OBE, Stena Line’s Travel Commercial Manager Irish Sea South said: “Through the launch of this new campaign in association with Tourism Ireland, we hope to inspire people to stir their soul and visit Ireland whilst highlighting the ease of access when travelling by ferry. Through the advertising channels we have invested in, it is expected that over 3 million people will be able to see the promotion of Ireland’s Ancient East.”

Julie Wakley, Tourism Ireland’s Head of Britain added: “We are delighted to partner with Stena Line and Rosslare Europort once again, to maximise the promotion of the Stena Line service from Fishguard to Rosslare. Our aim is to boost car touring visitor numbers to the South East and Ireland over the coming months; visitors who bring their car on holidays tend to stay longer, spend more and are more likely to visit more than one region.”

 

Published in Ferry
Jehan Ashmore

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Jehan Ashmore

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Jehan Ashmore is a marine correspondent, researcher and photographer, specialising in Irish ports, shipping and the ferry sector serving the UK and directly to mainland Europe. Jehan also occasionally writes a column, 'Maritime' Dalkey for the (Dalkey Community Council Newsletter) in addition to contributing to UK marine periodicals. 

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Ferry & Car Ferry News The ferry industry on the Irish Sea, is just like any other sector of the shipping industry, in that it is made up of a myriad of ship operators, owners, managers, charterers all contributing to providing a network of routes carried out by a variety of ships designed for different albeit similar purposes.

All this ferry activity involves conventional ferry tonnage, 'ro-pax', where the vessel's primary design is to carry more freight capacity rather than passengers. This is in some cases though, is in complete variance to the fast ferry craft where they carry many more passengers and charging a premium.

In reporting the ferry scene, we examine the constantly changing trends of this sector, as rival ferry operators are competing in an intensive environment, battling out for market share following the fallout of the economic crisis. All this has consequences some immediately felt, while at times, the effects can be drawn out over time, leading to the expense of others, through reduced competition or takeover or even face complete removal from the marketplace, as witnessed in recent years.

Arising from these challenging times, there are of course winners and losers, as exemplified in the trend to run high-speed ferry craft only during the peak-season summer months and on shorter distance routes. In addition, where fastcraft had once dominated the ferry scene, during the heady days from the mid-90's onwards, they have been replaced by recent newcomers in the form of the 'fast ferry' and with increased levels of luxury, yet seeming to form as a cost-effective alternative.

Irish Sea Ferry Routes

Irrespective of the type of vessel deployed on Irish Sea routes (between 2-9 hours), it is the ferry companies that keep the wheels of industry moving as freight vehicles literally (roll-on and roll-off) ships coupled with motoring tourists and the humble 'foot' passenger transported 363 days a year.

As such the exclusive freight-only operators provide important trading routes between Ireland and the UK, where the freight haulage customer is 'king' to generating year-round revenue to the ferry operator. However, custom built tonnage entering service in recent years has exceeded the level of capacity of the Irish Sea in certain quarters of the freight market.

A prime example of the necessity for trade in which we consumers often expect daily, though arguably question how it reached our shores, is the delivery of just in time perishable products to fill our supermarket shelves.

A visual manifestation of this is the arrival every morning and evening into our main ports, where a combination of ferries, ro-pax vessels and fast-craft all descend at the same time. In essence this a marine version to our road-based rush hour traffic going in and out along the commuter belts.

Across the Celtic Sea, the ferry scene coverage is also about those overnight direct ferry routes from Ireland connecting the north-western French ports in Brittany and Normandy.

Due to the seasonality of these routes to Europe, the ferry scene may be in the majority running between February to November, however by no means does this lessen operator competition.

Noting there have been plans over the years to run a direct Irish –Iberian ferry service, which would open up existing and develop new freight markets. Should a direct service open, it would bring new opportunities also for holidaymakers, where Spain is the most visited country in the EU visited by Irish holidaymakers ... heading for the sun!

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