We are sailing


Deliver a digital and booking experience to rival that of Irish Ferries hottest competition, the airlines.

With over €450m of recent investments in new fleet and port facilities, Irish Ferries boasts the most modern passenger shipping fleet in Europe, sailing crossings between Ireland, Britain and France.

In 2019, Irish Ferries proudly launched the state of the art W.B. Yeats, equipping themselves to compete more effectively on the valuable Ireland-France route – kicking off thousands of family holidays each year in comfort, luxury and style.

But the customer experience starts long before a foot or wheel is set onboard. The travel space has accelerated into digitisation more quickly and aggressively than any other. The Irish Ferries customer journey often starts many months before, as customers research destinations, explore options and cost up itineraries.

Irish Ferries hottest competition and benchmarks for customer expectations for value, convenience and comfort are not always those who sail the seas, but those low-cost airlines who grace the skies.


Adjusting the sails


When they approached Made to Engage in 2015, Irish Ferries were determined to deliver a digital and booking experience. One to match their onboard experience and that of any airline, offering their 1.5 million annual passengers a rich, digital experience including booking, price comparison, planning and virtual tour tools, right in their pocket.

From improving the booking experience to promoting a brand-new cruise liner named after one of Ireland’s most famous sons, the W.B. Yeats, it was full steam ahead into a digital future.


All aboard!


Having established the digital experience infrastructure for personalised and automated content and campaign management on Episerver, Made to Engage set to work with Irish Ferries to enrich the customer offering.


  • A Quick Quote tool allowing passengers to compare their travel options easily, with real-time prices at their fingertips.
  • Marketing automation to cater for communications around the discovery, booking and travel phases, ensuring loyal customers were kept informed on key promotions and offers
  • Creating a new mobile app which enhanced booking and onboard experience for mobile users
  • Introduced short breaks and holidays as Irish Ferries landed a lucrative partnership with leading UK holiday operator, Haven


Website traffic and engagement increased dramatically, marketing automation created new levels of success in email communications and integration with above the line marketing activities.

Let's talk

Considering a switch to Episerver or want to discuss a project? Get in touch.

Niall Adams

Account Director

Made to Engage

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