In 2014, Nova Star Cruises became a conduit between Nova Scotia and Portland Maine. This Ferry was different than most. It was classified as a ‘Cruise Ferry’, providing entertainment, dining, a casino and sleeping quarters for the approximately 10-hour journey. The goal of this campaign was to increase ridership from the Eastern US by selling the idea of sailing to a Nova Scotia vacation. This was accomplished by leveraging the campaign look and headline tone of the Nova Scotia campaign already in market. Nova Scotia is the perfect relaxing summer getaway and the Nova Star ferry is the worry-free way to get there. It’s almost part of the vacation itself.