"We appreciate the fact that MultiQ has a deep understanding of our operations and knowledge about the mechanical design of ships, and the fact that they continually keep us informed about trends and solutions that are suitable for our operations."
– Marianne Løwenstein
Head of Communications, Color Line
AN ATTRACTIVE TRAVEL EXPERIENCE FOR THOUSANDS OF PASSENGERS
Interview with Marianne Løwenstein, Head of Communications, Color Line
Color Line is one of the leading cruise and shipping companies in Europe and the biggest in Norway. Over four million passengers travel between Norway, Germany, Denmark and Sweden on their ferries every year. Color Line offers a wide range of food, drinks, entertainment and activities. An attractive travel experience depends on high-quality communication. A ferry holds over 2,500 passengers, all of whom want to receive relevant information about the passage and ideas for how to spend their time.
What does your digital concept look like?
We use digital screens on all boats and in all terminals. The screens perform different functions, depending on their location. In the terminal we use screen walls to show what happens on the boat, offer inspiration and advertise our partners. Our conference centre uses digital door signs and screens that guide guests to the right room. Our restaurants use screens to market their menus and opening hours. Each deck also has general information screens on which our passengers are shown safety videos, news, weather reports and relevant entertainment, etc. Tourists travelling to Oslo have the opportunity to find out what the city has to offer via interactive screens.
What are the advantages of digital communication?
There are many advantages. We can quickly update the information on all boats from shore. We have an efficient flow of information, with full control over everything that is displayed. The content is timed so it is always relevant. By answering frequently asked questions, we give our passengers peace of mind and make them better informed, and we reduce the workload on our staff. And finally, digital screens make a more modern impression than printed material.
Who is responsible for the flow of information?
Our communications department is responsible for our general marketing. Information is also updated by reception and the conference department. We use off-the-shelf templates to ensure that content complies with our graphic profile.
What are MultiQ's strengths as a partner?
We have worked with MultiQ for many years and are in constant contact about our digital communications. We appreciate the fact that MultiQ has a deep understanding of our operations and knowledge about the mechanical design of ships, and the fact that they continually keep us informed about trends and solutions that are suitable for our operations.
What advice would you give a similar operation that wants to invest in digital information screens?
As in all market communication, start with the purpose. What do you want to achieve? After having defined the purpose, the next step is to draw up a detailed communications plan that answers questions about materials handling, areas of responsibility and content. If you are investing in a range of digital solutions, try to take a holistic approach. See the solutions as a coherent concept that generates variation for the recipient. This preparatory work is well worth doing if you want to create the best conditions for an efficient communication channel.
How will you develop your concept in the future?
Both our operations and our digital concept are subject to constant development. Our aim is to improve our passengers’ experience all the time. At present, we are drawing up new menu templates for our restaurants. In the longer term, I think our passengers will be able to buy various services via interactive screens, and marketing will be more individualised. We also have a goal-oriented environmental policy. Our new hybrid ferry will be launched in 2020. It too will have several digital services.
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