Cremyll Ferry operator, Tamar Cruising had operated the crossing between Cremyll Quay in Cornwall and Stonehouse docks in Plymouth since 1985 and recently celebrated 25 years of cruising. But this did not mean the family run business would automatically win the contract to run the daily service between Cremyll Quay and Stonehouse. The company was facing stiff competition and felt they were lagging behind what was a very appealing new competitor. They were very aware that they needed to provide the best possible solution to stand a chance of winning.
A Cremyll Ferry Service has crossed the Tamar since 1204 and is an historic access link for people wishing to travel quickly between Cornwall and Devon. The crossing takes just eight minutes and runs throughout the year, proving a valuable commuting service and popular with locals and visitors alike.
Plymouth City Council and Cornwall Council own the ancient right to run the ferry services and recently put the route out to tender. Tamar Cruising has operated the route since 1985 and recently celebrated its 25 year of cruising. But this did not mean the family run business would automatically win the contract to run the daily service between Cremyll Quay and Stonehouse. This was a Must Win Contract for the company.
Before developing the tender response, Optimise4 facilitated a process of reviewing and evaluating the business to ensure the company was in the best possible position to win the contract. It was clear that to play an active role in the regeneration of the area and to meet future demand would take more than just continuing to run the ferry service. We needed to utilise the fantastic heritage and experienced crew to maximum effect. Optimise4 worked with the company to help them think like a big firm whilst retaining what makes them special. A re-branding and marketing plan that promoted the ferry as a tourist attraction in its own right, opening up new routes and building stronger relationships with partner attractions such as Mount Edgcumbe House and Park.
Tamar Cruising competed in a tough contest to win the contract. Tamar Cruising is now part of a more integrated transport network, linking with buses, attractions and ticketing schemes to vastly enhance the customer experience. The new web site now provided a comprehensive overview of the ferry service and in addition acted as an integrated link to all the other services and tourist attractions.
Having secured the 5 year contract providing multi-year repeat revenues the firms confidence has improved and they are well positioned to continue their success by developing further Tamar based services underpinned by this important route.
Tamar Cruising: Preparation and support of Cremyll Ferry Bid
”We can thoroughly recommend the services of Optimise4, who we found to be approachable, professional and experts in their fields. 1st class throughout, Highly recommended.’
Jean Knight, Partner, Tamar Cruising