‘Use it or lose it’ alertf or IoM ferry service

Jan 28 2008 by Barry Turnbull, Liverpool Daily Post

THE Isle of Man Steam Packet Company is launching a TV campaign in a bid to improve traffic figures for its two fast Irish Sea ferries.

The campaign is part of a rebranding exercise for the vessels.

The company is persevering with two fast craft this season, even though the introduction of a second vessel last year proved a loss-maker.

As a result, chief executive Mark Woodward has issued a “use it or lose it” warning about the beefed- up services.

He said that last summer the second craft handled just 3% of Irish Sea traffic, a situation that "can't be sustained in the long term". The company operates services between the island and Liverpool and Heysham.

The outspoken company chief made his remarks on his blog which is used as a sounding-board for customer comments.

With two ships operating the routes, the company can be flexible about offering customers a range of travelling options.

Fast ferry SuperSeaCat 2 is being renamed Viking, while Sea Express 1 becomes Snaefell. Both are getting new liveries and the full Isle of Man Steam Packet Company logo will return.

Referring to the "use it or lose it" comment, Mr Woodward states on his blog: "This statement wasn’t intended to cause alarm, it was just a realistic assessment that the provision of a second fast craft for only 3% of passengers is not a viable situation.

"To avoid this, we would like to see significant growth within this market. That is why we have decided to continue with a loss-making service using Snaefell for a second year but to invest in an extensive TV advertising campaign."

Meanwhile, the company announced that sailing figures for the conventional ferry Ben-My-Chree were up 29% in December when the vessel was based at Birkenhead.

A company spokesperson said any comments about the rebranding and the 2008 season would be made in the next two weeks when the vessels are ready for service.

Fast services from Liverpool kick off on February 24.

barryturnbull