Brittany Ferries's Slogans & Taglines

Brittany Ferries is a French shipping company founded in 1972 by a collective of Breton farmers as BAI Bretagne Angleterre Irlande S.A. It commenced operations on 2 January 1973, with the vessel Kerisnel sailing from Roscoff to Plymouth carrying cauliflowers and cognac. Originally a freight-only service, it rapidly expanded into passenger transport and became the market leader on the Western Channel. Today, the company operates 13 vessels across 13 routes connecting 12 ports in France, the United Kingdom, Spain, and Ireland. In 2024, it carried 2.15 million passengers and generated turnover of €516 million. The fleet includes LNG-electric hybrid ships, reflecting its commitment to sustainable maritime transport.

Core offerings encompass cruise-ferry services with onboard French cuisine, entertainment, spa treatments, and retail. Brand messaging evolved from the 1986 claim The holiday ferry to the 1990 value proposition The better value way, and all for the price of an ordinary ferry. In 2002, the company emphasized its unique routing with Only we sail direct to Brittany, Normandy and Spain. The 2019 brand refresh introduced the Discover campaign, and in 2025 the company launched the Uncommon Holidays platform, positioning itself as a distinctive holiday provider rather than merely a mode of transport.