Stena Line partners with ACNE to sail at scale across Europe


Stena Line, one of Europe’s leading ferry companies, launches a new autumn/winter campaign with ACNE, its recently appointed lead strategy and creative agency.

Following a competitive pitch held in spring 2023, Stena Line appointed ACNE to work across all aspects of its brand including the development of a new brand platform and an overall group concept, using the ACNE network to market at scale across Europe.

As Stena Line’s summer campaign sunsets, the strength of ACNE’s cross-network design shines again with the launch of a new autumn campaign: “Wherever you’re going, enjoy getting there.”

With campaigns running in 13 countries and across 14 different languages, ACNE have been working closely to provide a centralized marketing solution without the associated bottleneck of a centralized agency, allowing Stena Line to move creative to forward from anywhere.

Stena Line campaign

This campaign sees the launch of new OOH, print, radio, programmatic display, high-impact display, BVOD and digital film, adapted and trans-created across all audiences and markets within Stena Line’s sailing routes.

Dylan Cotter, Executive Creative Director for ACNE Dublin said: “Western European routes are an important part of the business and the brand has a lot of credibility in this neighbourhood.

“We really enjoyed the challenge of coming up with universal insights that resonate with audiences from Vilnius to Valentia. It turns out, we all like to travel in comfort, at a slower pace, and more sustainably.”

Julia Kronberg, Group Marketing & Acquisition Manager, Stena Line, said: “ACNE was able to provide us with a network solution with local insight.

“It means we can have an overarching campaign for multiple languages, cultures and countries, but still feel like we’re talking directly to our travelling audience. Wherever they’re going, they should enjoy getting there. ”