Happy at Sea

With the goal of becoming families’ first choice, Stena Line identified the need for a new strategy. The strategy would also represent Stena Line's brand and core values according to the new brand platform. In collaboration with Stena Line, True Stories developed a brand-unique children's concept, Happy at Sea. With the character Happy as a messenger, the concept takes into account Stena Line's work on sustainability issues and is a central part of the strategy to create a travel experience unlike any other. The concept has been developed in stages where focus groups and children's views have been important success factors. Happy at Sea is experienced on board in shows, activities, play environments and products. It is also an important part of Stena Line's other marketing communication to attract travellers. The concept has been implemented in eight different markets and on more than 20 vessels across Europe.