ATS SuperFerry intensifies reach into the countryside

CEBU, Philippines – To sustain its stronghold in the travel industry, amid the ongoing price war between the local airlines, Aboitiz Transport System Corporation (ATS) SuperFerry intensifies its reach in the countryside market.

ATS Corporate communications manager Jay-Anne R. Encarnado said that the passenger and cargo services of the company has sustained despite the stiff competition in the transport industry today.

The company observed improving passenger traffic with its consistent offering of low fare rates such as the "Todo-Todo Sale" which pegs a Cebu-Manila route (and vice-versa) to as low as P588.

Over the weekend, ATS' SuperFerry, in cooperation with its supply chain sister company 2GO, kicked off the Cebu-leg of the 4th Biyaheng Bayan Caravan in the Visayas region, bringing in singer-comedian Tuesday Vargas and Pinoy rock band 6cyclemind in a concert in Bogo City.

The Caravan also had simultaneous events in and around Cebu province's cities, covering 15 towns and barangays, including Balamban, Talisay, CarCar, Mactan, Lapu-Lapu and San Remegio.

"This is our way of strengthening our brand to the countryside passenger and cargo markets," said Encarnado.

Co-presented by supply chain solutions provider 2GO, the Biyaheng Bayan Caravan visits customers in different public markets, jeepney and bus terminals, holding pocket events with games and prizes.

"After all charges are paid, we believe that SuperFerry fares remain substantially lower than other alternatives," said Andrew Deyto, SuperFerry vice president for sales and marketing.

He said SuperFerry's free baggage that allows up to 50 kilos is perfect for those who want to bring home boxes of pasalubongs for their relatives back home, and for those entrepreneurs who do wholesale purchasing in Metro Manila.

According to Deyto, the brand is now reaching out to the countryside market, emphasizing that after-all the fare price war offered by other transportation alternatives, shipping is still the cheapest.

In 2009 report, ATS registered an eight percent decline of its revenues from P12.9 billion in 2008, to P11.8 billion.

However, while passenger volumes decreased by 12 percent in 2009, ATS managed to maintain a 71 percent performance in load factor last year.

"The year [2009] was very challenging and interesting year for ATS. The company's freight and passenger businesses were adversely affected by the loss of the Superferry 9. ATS was also operating with fewer vessels as it sold two vessels and dry-docked four during the year," said AEV president and chief executive officer (CEO) Erramon I. Aboitiz in an earlier interview.

The last quarter of 2009 was also plagued with devastating typhoons that reduced number voyages, Aboitiz said. The transport group ended 2009 with an income contribution of P387 million, a 375 percent increase from 2008. (FREEMAN)