Viking Line, a Finnish operator of ferries and cruise ferries, has partnered with digital signage software provider Scala to implement digital signs onboard its seven vessels. The digital signage features both informational and ad-based programming, and reaches passengers at various points on its ships.
The ad-based network shows tax-free promotions in the most trafficked areas of the boat near the shops, restaurant and casinos. The information network shows content on large touch screens, including opening hours, restaurant menus, weather, news, entertainment programming, conference information and possible delays.
Viking Line started to look into digital signage for two main reasons. It was printing about 2,000 sheets of paper every day for the cruise program, and screens that could show this information would reduce printing costs dramatically. Viking Line also wanted to use digital and dynamic posters to increase tax-free sales. It felt a digital network would also raise the professional profile and brand image of the ferries.
Viking Line was looking for a supplier with experience. It wanted an established software solution that had been thoroughly tested and developed over time. Viking also needed a system that could grow with its business and handle new areas of usage in the future.
Scala was first chosen to do a pilot in one of its ferries, Mariella. When Viking Line saw that Scala could meet all of its requirements, it chose Scala for all seven ferries. Currently, Mariella runs 15 screens and six channels. By Summer 2009, all of its ferries will have digital signage networks installed.
“Viking Line is impressed with the potential in the software, and so far we have not discovered any limitations. We are very satisfied with the user interface, and I also want to emphasize the latest Photoshop plug-in that has been added to convert Photoshop-layered elements to Scala script,” said Kenneth Kronström, Technical Project Manager of Viking Line.
Viking Line has reduced its printing costs dramatically, and the company now feels much more environmentally friendly.
“Sales of promotional products have increased remarkably since the screens were installed. We clearly see that the customers perceive the message, and they more frequently purchase the promoted products,” said René Engman, Viking Line’s Deputy Director of IT.
Viking Line has already started to think about new digital signage projects. Its next plan is installing screens at the terminals. This is an area where people are typically waiting and would be receptive to information such as the cruise program and promotional products.
Viking Line also wants to develop a new script together with Scala that could show passengers exactly where the boat is at sea. A screen with a sea map and coordinates showing the boat’s position would be continuously updated along the trip.
For more information on Viking Line or other Scala-powered digital signage systems, please contact Lorena Crowley at lcrowley[.]schubert.com or 610-269-2100 x237.
About Viking Line
Viking Line commenced service in 1959, when the S/S Viking began sailing between the Finnish mainland, the Åland Islands and Sweden. Today Viking Line has seven vessels, which sail between the Finnish mainland, Åland and Sweden, as well as between Finland and the Baltic states. With Viking Line, a Baltic cruise from one city to another takes less than a day. Viking Line has a wide entertainment offering: casinos, restaurants, discos and live artists. Operations include passenger services, recreation and cargo carrier services.
Driving more than 200,000 screens worldwide, Scala (scala.com) is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company's digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Magic Media, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, The Netherlands, France, Norway and Japan, as well as more than 450 partners in more than 60 countries.