{"name":"NorthLink Ferries","domain":"northlinkferries.co.uk","url":"https://optimly.ai/brand/northlink-ferries","is_claimed":false,"categories":["travel-hospitality"],"headers":[{"header":"Overview","sections":[{"key":"short_description","label":"Tagline","shape":"text","content":"NorthLink Ferries operates passenger, vehicle and freight ferry services connecting mainland Scotland with Orkney and Shetland.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"description","label":"Description","shape":"text","content":"Serco NorthLink Ferries operates daily ferry services from Aberdeen to Lerwick, with frequent calls at Kirkwall, and from Scrabster to Stromness. The company provides passenger and vehicle transport, freight services and a lifeline connection for the Northern Isles.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"}]},{"header":"Identity","sections":[{"key":"mission","label":"Mission","shape":"text","content":"To provide a lifeline ferry service connecting the Northern Isles with mainland Scotland for islanders, visitors, goods and supplies.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"website","label":"Website","shape":"text","content":"https://northlinkferries.co.uk","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"voice_tone","label":"Voice & tone","shape":"text","content":"Welcoming, practical and travel-focused, with an emphasis on island adventures, journey planning and visitor inspiration.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"founded","label":"Founded","shape":"text","content":"Serco Ltd began operating NorthLink Ferries on 5 July 2012.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"parent_ownership","label":"Parent ownership","shape":"text","content":"Operated by Serco Ltd.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"}]},{"header":"Offerings","sections":[{"key":"problem_solved","label":"Problem solved","shape":"text","content":"Provides reliable passenger, vehicle and freight connections between mainland Scotland and the Orkney and Shetland Islands.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"core_capabilities","label":"Core capabilities","shape":"text","content":"Passenger and vehicle ferry services\nFreight ferry services\nDaily Aberdeen–Lerwick sailings with frequent calls at Kirkwall\nScrabster–Stromness ferry sailings\nOnline, telephone, office and port booking\nIslander registration, fares and discounts\nJourney planning, travel information and customer support\nOnboard cabins, lounges, bars, dining, retail and entertainment","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"products","label":"Products / SKUs","shape":"text","content":"Passenger and vehicle ferry travel\nFreight ferry services\nAberdeen–Shetland route via Lerwick, with calls at Kirkwall\nScrabster–Stromness route\nOnboard cabin accommodation\nLie-flat lounge seats\nIslander fares and discounts\nTravel offers and discounts","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"pricing","label":"Pricing","shape":"text","content":"Pricing varies by route, fare and offer. The website states that lie-flat seats are priced at £30 per person and that discounted islander fares and other offers are available.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"}]},{"header":"Audience","sections":[{"key":"target_industry","label":"Target industry","shape":"text","content":"Passenger and freight maritime transport; travel and tourism.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"customer_base","label":"Customer base","shape":"text","content":"Residents of Orkney and Shetland, visitors travelling to the Northern Isles, vehicle passengers, and customers transporting goods and supplies.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"icp","label":"Ideal customer profile","shape":"text","content":"Orkney and Shetland residents needing lifeline transport, visitors travelling to the islands, vehicle passengers, and freight customers requiring connections between the Northern Isles and mainland Scotland.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"use_cases","label":"Use cases","shape":"text","content":"Travelling between mainland Scotland and Orkney or Shetland\nTransporting a passenger and vehicle by ferry\nMoving goods and supplies to and from the Northern Isles\nBooking overnight ferry travel with cabin accommodation\nResidents accessing islander fares and benefits\nPlanning island holidays, adventures and experiences","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"},{"key":"customer_outcomes","label":"Customer outcomes","shape":"text","content":"Access to regular ferry connections between mainland Scotland and the Northern Isles\nPassenger, vehicle and freight transport\nAccess to islander fares, discounts and benefits\nA range of onboard accommodation, dining and leisure facilities\nJourney planning and travel support","source_type":"1p_website","source_label":"Brand's website","source_url":"https://northlinkferries.co.uk","updated_at":"2026-11-07T19:19:59.277785+00:00"}]}],"last_refreshed_at":"2026-11-07T19:19:59.289820+00:00","last_changed_at":"2026-11-07T19:19:59.301881+00:00","claim_url":"https://app.optimly.ai/sign-up?claim=dbef5936-40bb-4e05-8fc0-db8258e793af"}