Hoverspeed: How advertising helped a loss-making company regain profitability
New management took over the company in 1984, the company formed in 1981 had been losing share. A need for more a more visible campaign but with a reduced budget. The 1984-87 campaign succeeded in bringing the company to profitability (in 1985) despite difficulties with weather and price conditions. After research it was clear that consumers expected a price premium so prices were increased by an average of 20% and any efforts to keep prices in line with the ferry companies abandoned. New campaign concentrated on press and radio dropping TV completely. Outcome showed a high correlation between share of vehicles carried and adspend.