Hoverspeed has appointed New York consultancy Vignelli Associates to re-evaluate its brand and image in the face of sector and company changes.
Hoverspeed, the leading fast ferry operator in the Channel, is facing a number of upheavals. The group is likely to change its name as part of the project, confirms a Hoverspeed spokesman. The rebranding is part of the company’s marketing focus in preparation for next June’s abolition of intra-European Union duty-free. It also aims to end the misconception that fast ferries do not carry cars, and prepare for changes when the hovercraft fleet is taken out of service in the next three to five years, making the current name redundant. “We would look to bring a specialist in [for naming],” the spokesman adds.
Vignelli was appointed on the strength of its branding of Great North Eastern Railway, another division of transport conglomerate Sea Containers (DW 1 November 1996). The group is working on new interiors, which will be fitted over the winter months.
Hoverspeed carries four million passengers a year across the Channel and employs 500 staff.