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
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.’