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NORTH SEA PASSENGER AND FERRY CONFERENCE 09.10
2008Destination Norway on a Danish, German and
continental market and Fjord Lines role
thereBy Ingvald Fardal, President / CEO Fjord
Line
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Bergen-Stavanger-Hirsthals

• Both cargo and passenger segment
• Full year operation
• 3 market share Norway - EU
• 180.00 pax (105.000 from Norway, 75 000 from EU)
• 50.000 cars
• 15.000 trailers
• 170 employees
• Revenue approximately 25 MEURO

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MS Bergensfjord

• 100 owned by Fjord Line
• Build 1993 (Bruce Shipyards,Landskrona/Fosen
  Mek)
• Length 134,5 meters
• Dead weight 16.749 tonnes
• Engine 2 Wartsila 8ZA40S diesel
• Max speed 19 knots
• Cabins 207 (559 beds)
• Max pax 882
• Lane meters 720 (350 cars/ 150 cars 45
  trailers)

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Kristiansand - Hirtshals

• Passenger segment
• Summer season only
• 4 market share Norway - EU
• 250.000 pax (170 000 Norwegian 80 000 EU)
• 118/28 employees (hi/lo season)
• Revenue approximately 12,0 MEURO

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Fjord Cat

• 100 owned by Fjord Line
• Build 1998 (Incat Australia Pte Ltd., Hobart)
• Length 91,3 meters
• Dead weight 486 tonnes
• Engine 4 Ruston 20RK270
• Max speed 48.1 knots
• Seats 674 26
• Max pax 660
• (The ship is certified for 900 pax, but this will
  require installments of more seats)
• Lane meters 900 (220 cars 4 busses)

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The new Fjord Line
Vision
Business idea
The preferred ferry partner to and from Norway

• Entering established monopolies and taking a
  clear number 2 position
• Low price profile
• Take part in further consolidation in the
  industry
• Cost efficient compared to the larger operators

Main goals

• To be number 2 within the ROPAX segment
  between Norway and EU
• At least 15 market share between Norway and EU
  in the pax market
• At least 20 market share in the cargo market

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Market

• Color Line is dominating with approx 70 market
  share from Norway to EU (65 from
  South-/West-Norway)
• The company is presently in the ropax market
  between South-/West- Norway and EU, which
  represents 30 of the total market from Norway to
  EU
• Steady growth in the passenger segment, 54.000
  new passengers in yoy growth from 1990
• Significant growth in the cargo segment, from
  approx 45.000 units in 2004 to 60.000 units in
  2006

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Market from Norway to EU

Pax from Norway to EU
pax (1000)
7000
6000
5000
4000
3000
2000
1000
0
1982
1986
1990
1993
1995
1997
1999
2001
2003
2005
Source Cruise Ferry News
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Market from South- and West-Norway

• Steady growth in passenger market
• CAGR of 54.000 pax since 1990

Source Cruise Ferry News
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Outlook

• European travel industry is in a steady growth
  phase
• Cargo and transport motivated market is expected
  to continue growing
• High growth in numbers of caravans and motor home
  vehicles sold in Norway and EU
• Restructuring opportunities still possible
• Market is non-cyclical, in periods of low
  economic growth, an increasing number of people
  will choose a cheaper form for holiday,
  compensating for the loss of cargo trasportation

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Sales marketing in EU

• Past
• Worked via General Sales Agents and Travel Agents
• Future, 2009
• Fjord Line sales office in Germany
• General Sales Agents and Travel Agents in other
  markets

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Main marketing activities

• Advertising
• Web
• Catalogues
• Sales Promotion
• Public Relation
• Fairs
• Mischellaneous

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Advertisement

• Consumers
• Primarily via Innovation Norway and Fjord Norway
• Group (Buss) , touroperators
• Via partner catalogues
• Individual, touroperators
• Via partner catalogues

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Web

• Fjordline.no
• Special designed web pages
• Partner web sites
• Banner advertising
• Links

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Catalogue distribution

• Schedules fares
• Previous customers on request
• Products
• Previous customers on request

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Sales Promotion

• Roadshows
• Travel Agents and special interest groups
  (fishing, nature)
• Window-display
• Travel agents

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Public Relation

• Press leases
• Travel industry media
• Special interest media
• Consumer media
• Study trips
• Co-operation Innovation Norway and Fjord Norway

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Fairs

• Travel fairs
• ITB
• RDK Touristic
• Special interest fairs
• Fishing
• Hunting
• Nature and adventure

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Miscellaneous

• Travel related membership associations
• RDA
• DNF
• VFF