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Case study

Promoting Europe’s first high-speed hybrid passenger ferries

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Organisation type

Private sector

Sector

Environment and sustainability

Transport, travel and tourism

Service

Campaigns

Events

Media relations

Stakeholder engagement

Strategy

Thought leadership

The brief

Uber Boat by Thames Clippers was preparing to launch Europe’s first high-speed hybrid passenger ferries — a major milestone for river transport in London and a significant step in the organisation’s journey to net zero.Our brief was to communicate progress to net zero by positioning Uber Boat by Thames Clippers as leaders in sustainable river travel. We were tasked with maximising media coverage around the arrival of the new vessels, using key moments to support the wider business growth story, and increasing awareness of the River Bus and its environmental credentials among both commuters and leisure passengers.

Insights and approach

We identified that the arrival of the first hybrid vessel would be a powerful news moment — but that relying on a single launch risked limiting the lifespan of the story. Our approach focused on creating momentum over time, using creativity and careful planning to extend media interest across the full fleet launch.

We anchored the campaign around the arrival of Earth Clipper, hosting a launch event onboard and inviting a broad mix of national, London and trade media to experience a battery-powered sail through central London. Journalists were given direct access to the co-founder and CEO, allowing sustainability commitments and future ambitions to be communicated with authority and credibility.To create a second standout moment, we worked closely with partners and the Port of London Authority to secure permissions for an early-morning formation sail of all three hybrid vessels. Drone footage and still photography captured the boats moving through central London against iconic landmarks — distinctive, highly shareable content that strengthened broadcast, print and online pitching and reinforced Uber Boat by Thames Clippers’ leadership in sustainable transport.

Results

The campaign secured high-impact coverage at every stage, firmly establishing Uber Boat by Thames Clippers as pioneers in low-emission river travel and clearly communicating progress towards its net zero ambition.

Tier A outlets followed the story closely, including BBC London, which reported live from the boatyard and broadcast from onboard Earth Clipper on launch day. Coverage spanned national, London-wide and hyperlocal media, alongside transport, travel, sustainability and trade titles — reaching commuters, policymakers and leisure audiences alike.Crucially, reporting focused not just on the innovation of the vessels themselves, but on the wider role sustainable river transport can play in reducing emissions across the capital’s transport network. 

  • 661m

    opportunities to see/hear

  • 72

    pieces of coverage

  • 18

    media attendees

  • 8

    pieces of broadcast coverage

  • 8 pieces of national coverage

“

Barley Communications has been a key partner in helping us communicate our sustainability messages at Uber Boat by Thames Clippers. Their expertise and strategic storytelling have been instrumental in showcasing our commitment to reducing environmental impact, from launching the UK’s first hybrid high-speed passenger ferry to gaining significant coverage following the announcement of the UK’s first electric cross-river ferry, sharing our broader sustainability goals has always been front of mind.

Barley wove the milestone of our 25th anniversary into media pitches, securing top-tier profiling opportunities for our CEO, Sean Collins. These opportunities further elevated our profile as a business and also showcased the long standing history we have as the leading river operator on the Thames. Barley’s knack for creative visual and media storytelling—exemplified by imaginative initiatives like the green Santa sailings and the dynamic trio of Clippers filming campaigns—has solidified our position as a leader in green maritime transport on the Thames.

The team’s ability to translate complex technical innovations into engaging consumer narratives has resonated with our passengers and stakeholders alike, positioning us as one of the leaders in green maritime transport on the Thames. We’re proud of what we’ve achieved together and grateful for their passion and dedication in helping us tell the Uber Boat by Thames Clippers story.

Adrian White

Head of Marketing and Communications, Uber Boat by Thames Clippers

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