Challenge
DFDS Seaways had a fragmented digital strategy with investment spread thinly across the UK. Activity lacked regional focus and treated the website as a single proposition, despite DFDS offering very different products – point-to-point routes, short mini breaks, and mini cruise-style trips. This diluted performance and limited online sales growth.
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Solution
Equator partnered with DFDS to overhaul the growth strategy from the ground up.
By using research, site analysis, and performance data, we discovered that the most valuable audiences were in Scotland and within a 1.5-hour driving distance of Newcastle. We then shaped the digital strategy based on how customers actually purchase DFDS products.
- Conducted regional and audience research to identify high-converting catchments
- Refocused investment on Scotland and the Newcastle drive-time corridor
- Analysed DFDS’s site and restructured activity around three core propositions:
- Routes – highly intent-led, price- and timetable-driven journeys
- Mini breaks – short leisure trips with strong seasonal and promotional triggers
- Cruises – longer, experience-led purchases requiring inspiration and reassurance
- Built distinct channel strategies, messaging, and landing journeys for each proposition
- Delivered integrated execution across SEO, PPC, affiliates, and paid media
- Planned and bought media regionally to maximise efficiency and relevance
- Continuously optimised by route, product type, and region to reinvest in highest ROI areas
Results
504% increase in online sales
5x growth in digital revenue
Substantial performance uplift across routes, mini breaks, and cruise products
Improved efficiency from regional focus and proposition-led execution
Outcome
DFDS Seaways shifted from a one-size-fits-all digital strategy to a targeted, route-focused growth engine.
By aligning regional insights with product-specific strategies for routes, mini breaks, and cruises, DFDS unlocked rapid online sales growth and created a scalable model for future digital performance.