A more relaxing route

Ontario's Chi-Cheemaun ferry wants you to abandon the highway in favour of a more scenic journey.


Sometimes travel is just about getting from point A to point B, but Ontario’s Chi-Cheemaun ferry wants passengers to think beyond that.

Working with Toronto’s Cleansheet Communications, the ferry – which operates on the Georgian Bay to Manitoulin Island – has relaunched with a campaign called “Travel in Good Spirits,” an homage to the boat’s relaxing experience and the island’s Aboriginal heritage.

Ferry-2The campaign features print, radio, OOH targeting downtown Toronto, merchandise, a new website redesign and a mobile app travel guide. A video animation is also being promoted through YouTube. ZenithOptimedia handled media on the campaign.

“The idea of re-imagining the ferry became a necessity when we discovered that traveling habits had changed in the region with the expansion of the 400 highway along Georgian Bay,” says Susan Schrempf, president and CEO of the Owen Sound Transportation company. “People now have a better highway to take going north or south, but they are missing out on a rich experience that could add so much more to their trip.”