The challenge
Beating a high price perception
Molslinjen is Denmark's largest domestic ferry company, transporting around 15 million guests annually. Despite its popularity, some people perceive Molslinjen as expensive compared to driving over the Storebælt bridge. However, while some people have this perception, reality is different. For many people living in Northern Denmark, travelling with Molslinjen is a cheaper alternative. Therefore, Molslinjen’s challenge was to beat the high price perception to increase revenue.