Campaign: Travel - DFDS commemorates Dunkirk spirit

Campaign: DFDS Seaways 70th Anniversary Operation Dynamo Commemoration
Event
Client: DFDS Seaways
PR team: Westgate Communications
Timescale: April-May 2010
Budget: Less than £50,000

As the only ferry operator with a Dover to Dunkirk service, Westgate advised DFDS (formerly Norfolkline) to support the 70th anniversary of the Dunkirk Evacuation.

Objectives

- To promote DFDS' Dover-Dunkirk service

- To promote Dunkirk as an alternative ferry destination to Calais

- To strengthen key stakeholder relationships.

Strategy and plan

Westgate developed plans for a commemorative event for French and British veterans of Operation Dynamo. The agency organised a special vessel to take veterans to Dunkirk, accompanied by British and French children, UK and European dignitaries, and organisations including the Commonwealth War Graves Commission. Westgate also liaised with media and played host to more than 50 journalists on the day.

Measurement and evaluation

The campaign generated 102 pieces of local, national and international media coverage including BBC News 24, ITN, BBC 5 Live, Sky News, the Press Association, an hour-long BBC2 documentary, The Sun, Daily Mail and Daily Express.

Results

Following the event, DFDS saw a rise of ten per cent in cars carried in June 2010 compared with June 2009, against a growth in the overall market of 4.5 per cent.

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