A press release for the mock launch of a new cross channel ferry route.

1. For immediate release: July 12th 2006<br />IT’S A REVOLUTION! TO GET TO FRANCE ANY CHEAPER YOU’LL HAVE TO PUT ON YOUR SPEEDOS.<br />If you don’t fancy swimming the 21 miles to Calais then SeaFare has launched a new low cost ferry route from Dover to Calais.<br />The revolution begins on the 14th July - Bastille Day, as the company announces that it will charge just £4.99 each way per passenger, the lowest among the UK ferry operators. There will also be a flat rate of £19.99 for any car (excluding caravans and camper vans).<br />SeaFare’s new ship ‘The Spirit of England’ will depart every 60 minutes from Dover in the peak summer season. It features 3 restaurants, 3 bars, a shopping mall, children’s play area and wireless internet access the first on any cross channel ferry.<br />SeaFare’s founder John Rodgers said: ”We chose Bastille Day to launch this new service as we want to revolutionise what was becoming a complex and confusing marketplace for the UK consumer. SeaFare offer a straightforward pricing policy that can’t be beaten”.<br />SeaFare will be holding a launch ceremony at Dover Marina at 10am on the 14th July 2006 where they will showcase the new service with a ship tour and reception in the main restaurant. The Mayor of Dover The Right Worshipful Kevin Tranter will be attending along with the ships crew and captain.<br />Until the end of August SeaFare are offering a 25% discount on all car bookings meaning customers can travel with their car to Calais and back for just £25!<br />- Ends -<br />Notes to Editors<br />SeaFare was launched in March 2005 and currently operates five ferry routes out of the UK (Liverpool – Belfast, Liverpool – Isle of Man, Plymouth – Roscoff, Newcastle – Amsterdam and Newcastle, Esbjerg).<br />SeaFare is now the third largest ferry operator in the UK carrying over 15,000 passengers a month. It won best new ferry service of 2005 from Ferry Weekly for the Newcastle – Amsterdam route.<br />For further information please contact:<br />Ted PR<br />Stuart Townsend Tel: 0208 2551855 / stuart@tedpr.com <br />Laura TryTel: 0208 2551856/ laura@tedpr.com<br />TARGET MEDIA<br />Local/ Regional PressKent on Sunday (w)East Kent MercuryKentish Express (w)Winchester ShopperEvening StandardLondon MetroFolkstone Herald Dover ExpressFolkstone and DoverKM ExtraEvening Argus BrightonSouthern Daily EchoNational PressMirrorThe Sun The ExpressDaily MailSunday Papers (w)Travel MagazinesBBC Travel MagazineWhat Holiday?Holidays in France<br />TV/ Radio <br />National TVBBCITVSatellite ChannelsRegional TVLondon NewsSouth and South East NewsLocal RadioRadio KentSouthern Counties RadioCapital FM (London)<br />Websites<br />www.yahoo.co.ukwww.ananova.co.ukwww.msn.co.ukwww.travelocity.co.ukwww.ferrybooker.comwww.travelzoo.co.ukwww.cross-channel-ferries.co.ukwww.cheapferrytickets.com<br />Trade Press<br />Trade Travel GazetteTravel Weekly Ferry Monthly<br />Other Media<br />SAGAUniversity of Kent - NewslettersUniversity of Sussex - Newsletters<br />RATIONALE FOR PRESS RELEASE<br />Aim/ Objective:<br />Produce a two step press release combined with a teaser advertisement campaign.<br />Generate awareness of the new service amongst key publics and media.<br />Give SeaFare the best chance of achieving the overall objectives of the event. <br />Target Audience:<br />See separate page for exact details of media to target.<br />A wide variety of media have been chosen due to the fact that the service SeaFare are offering appeals to broad range of publics.<br />Consumer as well as trade press has been targeted to maximise the impact of the release.<br />Key Message(s):<br />SeaFare’s new Dover – Calais service is the cheapest around if you want to go any cheaper you’ll have to swim.<br />Highlight the benefits of this service over competitor’s products.<br />Contact information for the PR company issuing the release.<br />Include a boiler plate to give the editors additional information.<br />Planned Activity:<br />Make sure that media contact list is up to date.<br />Decide on target media for press release.<br />Tactics:<br />Two press releases will be issued.<br />Each one should have an eye-catching headline that makes the press want to read on further.<br />The first will provide information about SeaFare and the launch; it will also act as an invitation to the press to attend the launch ceremony and PR event.<br />The first paragraph will carry all the major information with the rest of the information following a pyramid structure. More detailed information will be added further down ending with notes for the editors.<br />The release will be made more ‘warm’ by adding a quote from the chairman John Rodgers.<br />The first release will be followed up by phone calls to generate even more interest.<br />The first release will be preceded by a teaser advertisement campaign which will add to the interest generated around the event.<br />The second will be issued on the afternoon after the launch has taken place this will include quotes and photos.<br />Timing (AM press launch) will be such that evening editions of newspapers and television programs can be targeted. <br />Timing will also mean that the Sunday Papers and their travel sections can also be targeted.<br />Evaluation: <br />The press release generated good coverage and helped SeaFare achieve the overall objectives of the project.<br />We were fortunate that not a lot of news was happening on the 14th July (locally or nationally) and so our story received good prominence.<br />