Hy-Line Site Redesign

A brand promise is not a slogan or a headline, it's the vision of the company leaders combined with the backbone of a well trained and empowered staff.

The Client:
Hy-Line Cruises is a 50+ year family owned and operated ferry company offering travel service to Nantucket and Martha’s Vineyard Islands.

The Challenge:
Hy-Line’s competition was in the lead offering lower price fares, the Hy-Line website was outdated, and they needed a branding strategy to compete at the beginning of the 2009 recession.

Mind’s Eye Communications (MEC) had to realign and promote the brand’s slogan “Setting the Standard” and develop clear brand pillars tied to their vision, mission, and value proposition. Hy-Line needed to appeal to the year-round community of Nantucket as well as travelers to both Nantucket and Martha’s Vineyard. Particular attention needed to be given to the Nantucket route since Hy-Line is the only year-round high-speed service between Nantucket and Hyannis, MA on Cape Cod.

Our Solution:
After conducting a brand analysis, MEC developed engagement strategies that surpassed the standard services in the Ferry Travel industry and establish engagement strategies.

MEC developed programs targeting Nantucket islanders, appealing to their needs when traveling from their island home. The focus was given to incentive travel packages appealing to first-time travelers going to both islands, which included interactive digital insider guides to both Nantucket and Martha’s Vineyard. These strategies allowed MEC to build segmented databases and track analytics, a crucial part in developing new incentive programs for Martha’s Vineyard and inter-island travel.  Community networking was a key component in this brands tipping point, MEC developed a goodwill campaign, which gave partial proceeds of reserved special seating to support an island foundation funding multiple island needs.

MEC created ad campaigns for print and digital to promote all of these programs and services, reinforcing the messages: “We’re your bridge”;  “Easy, Fast & Fun”; “It’s all good”;  leaving the public with the impression that yes, Hy-line does set the standard travel standards going to the islands.

MEC redesigned Hy-Line’s website to be responsive, more user-friendly to convey the emotional brand that Hy-Line Cruises has become. The modern, clean site went live from start to finish within deadline and budget. The site was built for speed, adapted to mobile users, and enhanced programming technology. MEC created all new content, including shooting photography, drone footage, and produced commercials. MEDC performed SEO and digital marketing services such as social media engagement contests, Google ads, listing distributions, and brand monitoring.

The Results:
Hy-Line Cruises experienced significantly increased site traffic and overall company growth. When it came to consumers using the site for travel inquiries, the clarity of the new site resulted in fewer calls to the call center.

+35% Conversion increase YOY
+63% Organic search increase YOY
+40% Social media increase YOY
– 16% Decreased bounce rate YOY

Deliverables
  • Ad Design
  • Copywriting
  • Photography
  • Program Development
  • Brand Strategy
  • Web Design & Development
  • Commercials & Multimedia
Awards & Mentions
  • Best Community Campaign
  • Published  HubSpot Case Study
Year

2010-Present

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