The brief

DFDS, Jersey's ferry operator, bought one of the ships that serves the Island from Stena Line. The vessel needed a new name, and DFDS wanted Islanders to choose it.

There was one obvious worry. Public naming contests have a reputation for going off course, as the famous Boaty McBoatface showed. DFDS needed a partner who could run a competition that was fun, fair and credible.

Our approach

We ran the competition in two stages, promoting each across social video, email and the paper to reach as many Islanders as possible.

  1. Suggestions. Islanders submitted their ideas, drawing on Jersey's history, landscape, sea life and landmarks. Yes, Boaty McBoatface did make an appearance.
  2. The vote. A judging panel, including All Island Media's chief editor, selected a shortlist of four names. We then invited the public to vote for their favourite.

Every entry and vote also gave participants the chance to opt in to DFDS's email database, turning public enthusiasm into a lasting marketing asset for the client.

The result

  • Nearly 1,000 name suggestions from across the Island
  • More than 700 votes on the shortlisted names
  • Thousands of new subscribers opted in to DFDS's email database
  • A new name with local meaning: Corbière Seaways, after one of Jersey's most recognisable landmarks

The campaign gave DFDS far more than a name. It created genuine public engagement, built goodwill in the community and delivered a valuable new audience for future marketing.

Talk to our team about competitions and audience-building campaigns.