SuperFerry offers safe sea fun

Last month, way before the summer travel season began, SuperFerry, the passenger shipping arm of publicly listed Aboitiz Transport System Corp., launched a discounted rate promotion to encourage more people to travel to the country’s major ports.

Called SuperFerry Mega Tipid Trip, the promotion gives passengers as much as 50 percent off regular rates for major destinations when tickets are purchased at least two days before the departure. It will run for the whole year (2006), promises no additional costs and includes all classes for discounts, from the super value class to the state-rooms and suites in each vessel. For example, a one way trip to Iloilo on SuperValue accommodations now only costs P1,200, coming down from as high as over P2,000.

Andrew Deyto, SuperFerry assistant vice president for marketing said, "we recognize that domestic travel is beginning to be competitive with the aggressive pricing schemes of other shipping lines or even the airline operators. This promotion is our way of leveraging on the added value of the SuperFerry experience while making our rates more affordable and accessible not only to our natural market of ship travelers but also to those seeking a unique, safe, and pleasurable travel experience."

SuperFerry recently engaged in a re-branding exercise, demonstrated by its new and dynamic logo, to highlight the refreshed outlook of the business.

"We have begun to differentiate ourselves by our passion to serve and exceed customer expectations as shown in the modern accommodations and dining facilities in our vessels, the safe and efficient pre-boarding procedures in our new terminal, and the warm and friendly service of our staff. Through our value added and cost efficient service, we hope to get more people to experience the happy trips in SuperFerry."

Aside from affordable fares, Deyto says the company ensures that passengers have a happy trip to their destination by providing comfortable accommodations and having numerous activities as well as various amenities on board like a David’s Salon, a computer station, and a restaurant that converts into a videoke hall for all the avid singers.

SuperFerry requests their passengers to be at the pier at least four hours prior to the time of departure, and because of this, "we are compelled to make their stay at the terminal enjoyable – to ensure that our passengers would indeed have a happy trip," Deyto said.

"Our partners are always amenable to hold activities in the terminal – this allows them to connect with a direct market, especially during peak travel periods, when thousands of people travel on a daily basis," Deyto explained. Product sampling, food tasting, and children’s shows are usual activities at the terminal before every SuperFerry voyage.

Created primarily to hone and recognize singing and dancing talents of its onboard crew, the annual SuperFerry Singing Mariners contest has long since been the favorite show of regular passengers. "Our passengers are always delighted to see the SuperFerry crew all dressed up, belting a high note of a popular song."

From a single vessel, SuperFerry 1, that called on the ports of Manila, Iloilo and Cagayan de Oro in 1990, operations have grown to 11 vessels sailing to 20 major ports and island destinations across the archipelago. It will add the ports of Caticlan and Odiongan within the month (March 2006), to make a total of 22 destinations.

Through Aboitiz-Jebsen, SuperFerry holds the distinction of being the first shipping company in the Philippines to have received the prestigious International Ship Management Code, a certification of compliance to international standards on safety management, environmental protection, emergency preparedness, maintenance of the ship requirements, qualified and well-trained crew, and development plans for shipboard operations.

The entire fleet of SuperFerry is compliant with the International Ship and Port Facility Code, a global standard for ships over 500 gross tons that aims to detect security threats and implement security measures; to establish roles and responsibilities concerning maritime security for governments, local administrations, ship and port industries at national and international level; to collate and promulgate security-related information; and to provide a methodology for security assessments so as to have in place plans and procedures to react to changing security levels.

This internationally recognized certification apparently served SuperFerry 12 well when it caught fire just last week as it approached Cebu. The fire was brought under control by its well trained emergency team and the ship itself was brought safely to harbor after. None of over 600 passengers nor over 100 crew members were injured.

Deyto is confident that SuperFerry will keep its leading position in the industry, of about 60 percent of the passenger market, because of its consistent record of safety, quick emergency response and "excellent, passionate service."

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SuperFerry hotline: 528-7000