Stena Line and ESK: Strategic Partnership

Client: Stena Line

01 | Challenge

One of the most compelling examples of our partnership with Stena Line in action is the 2025 campaign to promote Stena Line's rail ferry service on the critical Swedish-German corridor. For more than two decades, the demand for rail products on the Rostock-Trelleborg route had been marginalized — a significant challenge given the route's strategic importance to Stena Line's business model and the broader European transport network. To reverse this trend and position rail ferries as a viable, attractive solution, we orchestrated a comprehensive targeted lobbying and media campaign designed to reshape market perception and drive political support.

02 | Solution

We deployed a multi-channel strategy combining direct political engagement, media relations, and stakeholder coordination. We organized a high-profile visit to the port of Rostock by a representative of the German government, creating a tangible moment of political validation for the rail service.

Simultaneously, we launched a coordinated media campaign, securing interviews with key decision-makers and industry experts in specialized rail trade publications to highlight the route's competitive advantages and growth potential. Beyond the headlines, we facilitated targeted political meetings and events and coordinated ongoing stakeholder dialogue to ensure alignment among port authorities, logistics companies, industry associations, and government bodies.

03 | Result

The campaign generated substantial media impact and political momentum. We secured over 10 full-page articles in major German national media outlets, driven by strategic pitches and executive interviews. Coverage extended to broadcast media, with segments on NDR (a leading northern German television and radio station), amplifying the message to a broad audience. The combined reach across print, online, television, and radio platforms exceeded 40 million impressions, generating an advertising value equivalent of more than 170,000 EUR.

More importantly, the campaign successfully elevated rail ferries back onto the political and commercial agenda—demonstrating how coordinated communications, deep market knowledge, and political access can unlock tangible business opportunities. This case exemplifies our commitment to Stena Line: we don't just manage communications; we drive outcomes that directly support the company's strategic objectives.​

“EHRENBERG SØRENSEN Kommunikation is more than an agency we cooperate with – they are a true partner to Stena Line. They have consistently proven to be trusted, reliable, and highly professional advisors. With their extensive network and deep expertise in politics, the ferry-shipping sector and the tourism industry, they have delivered tangible, long-term value to our business and reinforced our position as one of the world’s leading ferry operators. Their proactive mindset and ability to act swiftly when needed make them a partner we can rely on without hesitation. We look forward to strengthening this close and successful partnership in the years ahead.”

- Niclas Mårtensson, CEO Stena Line

Interested in this case?

Allan Sonne Sørensen
Partner & CEO

+45 51 88 82 70
as@ehrenbergsoerensen.com