The Steamship Authority
Pierce-Coté is named agency of record for the Steamship Authority
BRAND
Since 1960, The Steamship Authority has been the lifeline to the Islands year-round. The Steamship Authority is the statutory regulatory body for all ferry operations between mainland Massachusetts and the islands of Martha’s Vineyard and TSA is the only ferry operator to carry automobiles to and from the islands.
The Authority also operates several freight vessels, thus serving as the main link for shipping any commercial goods that are not transported using the airports on Nantucket or Martha’s Vineyard.
CHALLENGE
As a result of a bid process, Pierce-Coté Advertising/PR was named as the lead marketing agency to provide integrated marketing support and products for the Steamship Authority.
The annual goals are to drive passenger traffic, and communicate service, schedules and other important information to the public.
The agency also provides media crisis support and messaging.
In 2023, Pierce-Coté partnered with the client on a unique opportunity to name a vessel. .
SOLUTION & SERVICES
Overall support for Steamship Authority: Media Planning and Buying, development of a wide range of creative products including: annual reports, collateral, print ads, TV and radio ads
The Vessel naming project involved the development of a micro website, developing a contest, and promoting via PR.
RESULTS
“Over the course of our relationship with Pierce-Coté, we have challenged them with every possible kind of marketing and PR challenge. In 2023, we needed one of our ferries named, and wanted to create excitement around this. The agency rose to the occasion and created a contest that garnered great public interest and excitement. What’s next? Who knows – but Pierce-Cote is up to the challenge.”
–Sean Driscoll, Communications Director, The Steamship Authority