The Brief
To persuade the British that they could still afford to take a foreign holiday, even at the height of the ‘credit crunch’, and on the eve of the biggest recession for many years.

Strategy
We wanted to create a feeling of understanding between P&O Ferries and the consumer; to show that they understood what the nation was going through. We wanted  campaign with an emotional depth beyond purely rational price messaging.

We came up with ‘You Deserve A Holiday’ – a powerful positioning that not only made it clear that a foreign break was still affordable, but that it had been earnt too.

As well as TV, posters, press, radio, email and DM, this fully integrated campaign had a strong online and social presence where customers could nominate friends or family  who deserved a holiday for the chance to win a break abroad.

Results
Powerful, emotive, involving messaging delivered excellent results for P&O Ferries. The first week after the campaign’s launch was the best ever in terms of revenue generated through P&O Ferries’ website.

TV Ad: