Customer Success Stories

Building customer experience and integrated advertising onboard

Finnlines (a part of the Grimaldi Group) operates daily services between Finland, Germany and Sweden. Current vessels on the route are being replaced with two brand-new, newly-built Ropax -ships. Doohlabs designed and implemented an advanced integrated digital advertising system on board as well as various other solutions to create memorable experiences for passengers travelling on the ships.


Freight and passenger sea connections all over Europe

The company has a strong position among freight drivers, but the new Ropax-ships allows it to attract more tourists. The first vessel is called Finnsirius, already on route. The second vessel, Finncanopus, arrives in January 2024.

The Grimaldi Group has a determined focus on digitalization. As the ship was designed, digital solutions for enhancing customer experience and building operational excellence were considered at all times. One of the key elements of the digitalization of the ship is its digital signage solutions. Doohlabs was selected as a software -partner to enable deep POS-integration for on-screen advertising, advanced customer communications and various advanced solutions to create a better customer experience for travellers onboard.

Onboard advertising system

The onboard advertising solution works in tandem with the ship’s operational systems due to point-of-sales integration, enabling dynamic, always-accurate info on campaigns, pricing and availability. Shelf-edges with electronic price tags are also connected through Doohlabs Platform.

Automation is a big priority in implementing this solution. As personnel onboard is engaged with many different important activities so emphasis is on content automation. For example, a lot of manual work is avoided by producing automatic campaigns from tax-free shops and all the restaurant menus are produced automatically.

The new ships have many bars and restaurants with own brands. All the menus are produced with same the system. Brand, product information, price and availability are automatically assembled into menus with smart templates.
Smart templates automatically combine product information from POS and images from CMS and creates advertisements with multiple layouts and brands.
Integration to ship information systems and geofencing brings a passengers up-to date information about the route, weather, etc. Multiple informational templates helps to keep passengers updated and interchangeable layouts make effective cross-promotion possible.

Enhancing customer experience

The Baltic Sea, and especially the routes between Finland and Sweden are busy with passenger traffic thus providing impressive experiences for passengers are high on the agenda. Finnlines ships are no exception and many of the experiences are produced or supported by digital signage ranging from large curved LED-walls to custom designed intuitive touch screen applications in yoga-studio.

Finally, the content presented on screens onboard is context-sensitive - meaning that ships geo-location controls the right content at the right time on route.

For business travellers, all meeting rooms are equipped meeting room system that is integrated with Doohlabs platform to keep meeting room quests well-informed in the business lobby.


To find out more about the new ships, visit

Finnlines Plc is a shipping operator of ro-ro and passenger services in the Baltic Sea and the North Sea. It is a subsidiary of the Grimaldi Group. Finnlines’ passenger-freight vessels offer services from Finland to Germany and Sweden as well as from Sweden to Germany.

Finnlines’ newest ship, Finnsirius, was awarded as the Ro-Pax of the Year 2023 by the Ferry Shipping Summit. Read more here:

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