Branding BC Ferries

Image by: iStock

I was on one of the new BC Ferries for the first time yesterday, from Horseshoe Bay to Nanaimo – and the reviews I've been hearing from friends and the media ever since these new vessels took to the waves had me expecting a lot.

The Coastal Renaissance, my ferry was called, which, as a name, is a teeny bit overstated. It's nice, yes, but a Renaissance? A cultural rebirth akin to that which brought European civilization out of the dark ages and catalyzed an explosion in the arts and sciences? I'm thinking no. However, at some point during the journey it occurred to me that there is an immense branding opportunity here. So I’m writing this post as a kind of a challenge. Hopefully, some smart company will read this and act, and we will all benefit.

I don't want to bore anyone who travels the ferry system regularly, and for whom a lengthy description of these new-ish boats would be redundant. Suffice to say, they are cleaner, the upholstery is new, and there has been an attempt to make the interior environments more pleasant. There is a kids’ play area. There is a room full of video game terminals for the tweens. There's even a business class lounge (available for 10$) for those seeking quiet and coffee. Applause is in order to whoever managed to raise the bar as far as they did. It's better; it's just not amazing. But with the right kind of corporate involvement, it could be.

Here’s where the light bulb went on. For the 90 minutes of this voyage, all around me were bored commuters and tourists staring off into space, and it occurred to me that this could be an amazing brand-immersive environment.

Before the chorus of wails drowns me out (I can hear you clearing your throats), I should quickly clarify. I know we are surrounded by commercial messages all the time, and I know it's nice to have a commerce-free zone from time to time. But let's say for a moment that BC Tourism used the opportunity to remind us all of the amazing province we lived in.

Instead of TV screens tuned to FOX news and Nancy Grace (!), how about airing a series of the excellent documentaries and films about BC that are readily available? Instead of giant blank walls of beige paint, why not a mesmerizing mural by a BC artist or a photo-mural of a coastal scene? The posts that hold up the roof and are scattered throughout the seating areas could be indigenous trees, or notice boards for community groups in the destination port to post, um, notices. Non-intrusive reading material could be provided, a newsletter if you will, that talks about the featured films and murals. In addition to the existing framed photos and the odd piece of installed art, there could be a more extensive, curated art exhibit that gets changed out each quarter, with artist bios and an exhibit map in the aforementioned newsletter for people who want to wander. The cafeteria (which is far better, by the way, than those on standard-issue ferries) could feature made-in-BC specials selected to showcase seasonal BC ingredients and chefs.

Given a few dollars and a few moments to think, a company that specializes in museum exhibits or retail environments could take this space and fill it with imagery and sensory stimulation that would make tourists even more excited to be visiting our beautiful province, and make residents remember to be proud. What would that be worth to the BC Tourism sector? Surely enough to pay for itself, and maybe even to turn a small profit for the ferry corporation, all the while making the whole experience more memorable and enjoyable without forcing a blatantly commercial environment on every passenger.

I’m not talking about turning it into a Starbucks fantasyscape or a McDonald’s-themed parade of foamy-headed cartoon characters (where is the Hamburglar these days, anyway?). But what if UBC or SFU took over the space? What if Suzuki and his ilk jumped on board, so to speak? What if it became a showcase for bio-diversity, with scientists on board certain scheduled voyages to talk to kids (and grown ups) about what’s going on at that very moment under the hull of the ship and along the rain-forested shore?

So how about it? Anyone else see this as an amazing opportunity to promote a brand and do well by doing good? BC Ferries has taken a big leap forward with these new boats. Let's go one step further and use those vast empty spaces to communicate, make the journey enjoyable, and help promote provincial pride. I'll consult, if you want me, for free.

• Tags
  • BC Ferries, 
  • David Allison, 
  • City and Government, 
  • Branding, 
  • Marketing and Communications