Online Branding Strategy

Online Branding Strategy

Posted on 15 Nov 2010

A NEW branding strategy for a freight ferry booking specialist is driving online bookings and putting clear blue water between itself and the competition.

Freightlink, which provides competitive freight tickets on ferries and Eurotunnel routes throughout Europe, is now seeing more of its customers make online bookings as part of a growing digital communication strategy.

ICG created a new Freightlink website to help customers access routes, prices and make bookings in just a few clicks.

Freightlink took the decision to drop their existing corporate colour of blue –typically used by many ferry companies and competitors – and replaced it with a dynamic combination of lime green and black to make themselves stand out.

The website features easily identifiable signposting icons while photography and line drawings clearly demonstrate services.

The new website went live in October, and was quickly followed by the launch of Freightlink News - a newsletter also produced by ICG informing new and existing customers of the changes.

Already the strategy is delivering results! New customers are turning to Freightlink because the website is easy to use and existing customers are starting to make bookings online.

Freightlink is also driving customers to its website by becoming a focal point for industry information about shipping times, port information, traffic and weather using Twitter and Facebook as well as blogging about topical issues.

To see ICG’s work for yourself, visit

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