NorthLink Ferries's Slogans & Taglines

NorthLink Ferries (also referred to as Serco NorthLink Ferries) is an operator of passenger and vehicle ferry services between mainland Scotland and the Northern Isles of Orkney and Shetland. The service was originally established as NorthLink Orkney & Shetland Ferries Ltd on October 1, 2002, succeeding P&O Scottish Ferries following a competitive tender by the Scottish Executive. The company was initially a joint venture between Caledonian MacBrayne and Royal Bank of Scotland, operating three vessels built by Aker Finnyards in Finland: the MV Hjaltland, MV Hrossey, and MV Hamnavoe. After financial difficulties and government restructuring, the contract was re-tendered, and on July 5, 2012, Serco formally took over operations, retaining the NorthLink Ferries name. Core offerings today encompass lifeline ferry services connecting Aberdeen to Kirkwall and Lerwick, the Pentland Firth crossing between Scrabster and Stromness, and freight operations. The company has achieved record passenger numbers, carrying over 400,000 passengers in 2023. Brand messaging has evolved through operational improvements including refurbished vessels, enhanced catering, and the introduction of sleeping POD seats. Today, Serco NorthLink Ferries continues to serve as a vital economic and social link for the Northern Isles, recognised for its commitment to local employment, community engagement, and sustainable operations.