NEWS: Sally promotes port alternative

Cross-Channel operator Sally Line has hired its first public relations executive to help position the ferry company as ‘more leisurely’ and ‘user-friendly’ than Dover-Calais route operators.

Cross-Channel operator Sally Line has hired its first public relations

executive to help position the ferry company as ‘more leisurely’ and

‘user-friendly’ than Dover-Calais route operators.



Cathy Braithwaite, 34, was recruited by Sally’s new chief executive Bill

Moses to build a new communications department for the operator, which

sails from Ramsgate to Ostend and Dunkerque.



Braithwaite, a former account director at travel PR specialist The

Saltmarsh Partnership, will take over responsibility for Sally’s PR from

its agency, the Shandwick subsidiary TPS.



TPS’ five-year relationship co-ordinating Sally’s European PR ended two

weeks ago. Braithwaite will now handle PR activity in the UK, Belgium

and France and for Sally’s support operations in Holland, Germany and

Spain.



Braithwaite, who plans to begin recruiting in six weeks, will work with

the marketing department to build Sally’s image as a smaller, more

‘informal’ operator than market leaders P&O and Stena Line.



‘Sally’s ethos as a ferry operator is different to those plying the

crowded Dover-Calais route,’ said Braithwaite.



‘We are geographically removed from the cross-Channel ferry price war.’



Braithwaite said that the arrival of Eurostar and Le Shuttle had not yet

had a serious impact on Sally Line. However she added: ‘we have yet to

see the repercussions of Eurotunnel.’



Analysis, p7



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