Brand and Tactical campaigns

As Art Director at Tallink Silja, I was responsible for shaping and executing visual concepts across both brand and tactical campaigns. My mission was to create engaging, on-brand communications that inspired travel, supported strategic goals, and delivered a consistent customer experience across all platforms.

Tallink Silja is a prominent maritime company operating ferries across the Baltic Sea, connecting various countries including Finland, Sweden and Estonia. The brand is known for its innovative travel options, high-quality services, and a strong commitment to sustainability.
Tallink Silja operates within the ferry and cruise industry, which is characterized by significant competition among various maritime transport and leisure service providers. In this market, companies must focus on enhancing customer experience, maintaining competitive pricing, and offering diverse travel options to attract and retain travelers seeking both transportation and vacation experiences.
Tallink Silja employs a multifaceted marketing strategy that integrates tactical and brand campaigns to enhance its market presence and attract customers in the competitive travel and transportation industry.
Brand Campaigns
In contrast, Tallink Silja’s brand campaigns focus on building long-term equity and awareness of the company’s value propositions. These campaigns are designed to communicate the brand’s core values and unique selling points, such as reliability,
Tactical Campaigns
Tactical campaigns are short-term initiatives aimed at addressing specific marketing objectives, such as increasing bookings during off-peak seasons or promoting a new service.
Integrated Campaigns
Integrated campaigns are critical for Tallink Silja, as they unify various marketing channels and tactics to deliver a cohesive message. By integrating traditional marketing with digital platforms, the company ensures a consistent customer experience across all touchpoints. For example, a new route launch might involve a coordinated effort that includes social media announcements, influencer marketing, email newsletters, and targeted online ads. This harmony between channels not only strengthens brand recognition but also enhances customer engagement, leading to increased conversions.
My Mission
The main mission for me as a Art director was to visiually create both separate and integrated brand and tactical campaigns. The main focus for the creative work and execution was on customer engagement, to position the company and to deliver targeted messages.
As Art Director, I managed the graphic communication for Tallink and Silja Line, ensuring alignment with the brand’s voice and Corporate Visual Identity (CVI). My work focused on creating customer-facing communications that inspired travel and fostered brand loyalty, tailored to different audiences and aligned with strategic goals. This role demanded a commercial mindset, quality focus, and operational agility to handle rapid changes and tight deadlines.
Key assignments included:
- Conceptualizing ideas and visual content.
- Creating cross-channel customer communications (digital, Out of Home, print).
- Developing brand and tactical campaigns for distinct target groups, producing materials like I produced materials for both paid and owned media, such as:
- Google Ads (Display, Performance Max, Discovery, Demand Gen), Meta carousels, Meta video banners, Meta feeds and reels,
  Adform banners, YouTube video banners and ads, Newsletters and radio spots.
- Producing internal communication and sales materials.
Tools used: InDesign, Photoshop, Illustrator, After Effects, Premiere Pro, Bannerflow, and Figma.
Brand & Tactical Campaigns for Tallink Silja
My work as Art Director at Tallink Silja included concept development and visual execution across a range of integrated marketing efforts, balancing both long-term brand building and short-term tactical objectives. Below are selected examples that showcase this blend:
1. Brand Manifesto Film
A key initiative was the creation of The Brand Manifesto – a concept-driven film designed to encapsulate the emotional core of the Tallink Silja brand. This piece aimed to strengthen brand identity, communicate core values, and inspire customer connection. The film served as a cornerstone for other communications and was used across multiple channels to establish consistency in tone and message.
2. Christmas Campaigns – Multi-Target Activation
Another major focus was the development of seasonal campaigns, including a series of Christmas campaigns targeted at different customer segments. These campaigns combined brand positioning with tactical offers to drive engagement and bookings during the holiday season.
The examples include:
- Meta feeds, carousels, and video reels tailored to different demographics
- YouTube video banners and ads highlighting key offers and inspirational messaging
- Adform display banners supporting targeted digital reach
- Email newsletters designed for CRM activation and customer retention