Having successfully navigated its way through a competitive pitch process, Rooster has taken on the corporate and trade PR brief for DFDS Seaways.

DFDS is northern Europe’s largest integrated shipping and logistics company, operating four outbound passenger routes from the UK and with a network of around 30 routes and 50 freight and passenger ships.

Rooster will develop strategic, proactive and creative PR campaigns to boost UK passenger numbers for routes from Newcastle, Dover and Newhaven to Amsterdam, Dunkirk, Calais and Dieppe.

With the UK economy recovering and the ferry company’s 150th anniversary taking place in 2016, this is an exciting time for Rooster to begin its DFDS Seaways journey.

Rooster’s mission will be to strengthen DFDS Seaways’ positioning as the world’s leading ferry operator, highlight its superior facilities, services and partners, and to promote key events and USPs of DFDS Seaways’ destinations.

Supporting in-house PR Manager, Emma Batchelor, including corporate and trade media relations, the Rooster campaign will focus primarily on targeting new and existing audiences via consumer media outreach and sell-in.

Key consumer segments include families, group travel, couples, regional and local audiences residing in the areas surrounding the ferry ports and those who travel regularly to the continent.

Rooster will also work closely with the DFDS Group to share best practice, ensure that all opportunities are seized and that brand messaging is coherent and consistent Europe-wide.

Pete Akerman, head of marketing and strategy at DFDS Seaways, commented: “We have three sea sectors that we operate on in the UK, each with a different proposition in terms crossing times and the products and facilities we have on board.

“The key principle underlining all our ferry services, however, is our focus on offering our customers the best possible maritime experience, underpinned with both excellent customer service and high quality ships and facilities.

“We’re looking forward to working with Rooster to communicate these benefits via a strategic, creative and highly targeted approach.”