The brief
This was a launch campaign of a very different kind. In 2011, two brand new super ferries were arriving on the Dover-Calais route. Our brief was to develop an over-arching integrated campaign that would use these new ships as a platform on which to build P&O Ferries’ market-leading position as the first choice for cross-Channel travel.
Strategy
We wanted to make the most of P&O Ferries’ special brand values and heritage. We created the unique ‘Expect More’ positioning for them that highlighted both their commitment to investment in ferry travel and the high customer experience standards onboard not only their the new ferries, but throughout the entire fleet.
Results
We really helped P&O Ferries fly the flag for ferry travel this year. The competitors – airlines, the tunnel as well as other ferry operators – were left in no doubt that the game had changed and that people's perceptions of ferry travel had altered dramatically.
We've got some Millward Brown brand-tracking results since the launch of the campaign that prove it. Take a look:
- Consideration to use P&O Ferries within their competitor set has increased massively from 30% to 41% since the campaign launched.
- Key messaging recognition about P&O Ferries providing 'a stress-free travel experience' has gone up from 27% to 39%
- Recognition of messaging about 'making the journey an enjoyable part of the travel experience' has gone from 34% up to 45%
TV Ad:
