What if getting there was part of the adventure?

Marine Atlantic is more than a ferry service—it’s the bridge to Newfoundland and Labrador. But to many travelers, the ferry was seen as a functional necessity rather than a preferred way to travel. The challenge was to shift perception from “getting across” to choosing Marine Atlantic as the gateway to discovery. The goal: drive bookings, increase revenue, and elevate the customer experience by positioning Marine Atlantic as the best way to begin the journey.

We built our approach on a simple truth: everyone has an inner explorer. With Marine Atlantic, travel isn’t just about arrival—it’s about the freedom to discover more. This insight inspired a new creative platform: Don’t Travel. Explore. Launched alongside the release of the 2017–18 sailing schedule, the campaign invited travelers to see the ferry crossing as the first step in their adventure. An early-booking incentive—a $50 gas card—added tangible value while reinforcing the spirit of exploration.

From high-visibility outdoor placements to targeted digital and social ads, the campaign reached travelers across multiple touchpoints. Video content brought the sense of exploration to life, while print and radio extended the message across key markets. The early-booking incentive gave customers a compelling reason to act quickly, driving both engagement and conversions. Every element reinforced Marine Atlantic’s value proposition as the preferred way to explore.

The campaign exceeded expectations, delivering strong growth in both bookings and revenue while reframing the brand’s role in the travel experience.