Brittany Ferries has launched a bold new creative platform, ‘Uncommon Holidays’, across the UK, Ireland, France, and Spain. It celebrates the rare, quirky, and unforgettable holiday experiences that set its journeys apart.

Developed by McCann Bristol, this multi-channel campaign taps into the insight that Brittany Ferries’ audience seeks off-the-beaten-track adventures as opposed to unremarkable ‘cookie-cutter’ package holidays.

This concept is backed by McCann Truth Central’s recent global study, Truth About Escapism, which surveyed over 16,000 people and found that 89% of Europeans believe it’s important to travel and experience how different people and cultures live, while 82% of Brits consider travelling the best form of escape.

Rooted in Brittany Ferries’ independent spirit, ‘Uncommon Holidays’ showcases how travel is about connection – especially through language. By creatively playing with words, it brings to life ‘uncommon phrases’ – expressions you won’t find in a typical phrasebook – to inspire fresh, unexpected travel experiences along Europe’s west coast.

McCann’s campaign will run across TVC, VOD, Cinema, and OOH, alongside radio, podcasts, display, social, and search.

McCann Bristol’s Executive Creative Director, Zane Radcliffe, said: “Brittany Ferries is so much more than just a ferry operator, it’s the start of an unforgettable experience. Our new campaign platform reframes the brand’s role, celebrating the charm, quirks and uniqueness of their uncommon holiday experiences.”

Floriane Chauvin, Group Head of Marketing at Brittany Ferries, added: “Uncommon Holidays encapsulates the very essence of Brittany Ferries – offering travellers an experience that’s rich in character and authenticity. Partnering with McCann Bristol, we’ve created a campaign that encourages people to see our destinations and onboard experience through a fresh and inspiring lens.”

Uncommon Holidays is the first fully integrated creative campaign from McCann Bristol since it was appointed as Brittany Ferries’ lead creative agency following a competitive pitch process. The win strengthens a three-year brand partnership, where McCann previously led Brittany Ferries’ media planning and buying. With media and creative working seamlessly together, the new campaign maximises the power of an integrated approach.

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