P&O, in a new ad campaign, is telling people that There is Another Way to travel, not by trains and planes, but via ferry. The cruise line partnered with Publicis Poke for the campaign splashing posters everywhere to alert travelers.
The campaign positions P&O Ferries as a challenger brand and a travel alternative in a category full of frustrations. The posters have tongue-in-cheek titles and messaging, with one ad at St Pancras Station saying: “On trains and planes you book a seat, but on P&O you choose a ship.” There’s liberal use of white space depicting the roomy nature of the ships. The homemade “There is Another Way” stamp and nostalgic photography is designed to deliver a “holiday feeling”.
Strategically Positioned Campaign
Sian Campling, planning director at Starcom UK, said they have strategically positioned the P&O Ferries message on outdoor posters around travel hubs, and travel sections within print and online titles. The posters will catch the eye of customers considering travel product purchases. Campling said it’s a great way to get their audience’s attention and make them rethink their travel choices.
Jo Harvey, Head of Customer Marketing at P&O Ferries, says going on holiday shouldn’t start when one arrives. “We wanted everyone to know that traveling to your destination shouldn’t be a dreaded part of your break. Our ambition is to put ferry travel back on the map.” Harvey believes that ferries, sometimes, are overlooked as a mode of transport. “We wanted everyone to see that you don’t need to compromise on what you bring or how comfortable your journey is when you travel by ferry, so that you can start your holiday when you set off.”
Steve Paskin, Creative Director at Publicis Poke, said the campaign drives home the fact that there is another travel alternative with P&O Ferries. He described the posters as bold and playful. “They poke fun at common frustrations in a way that resonates with us all. Contextual media is the heartbeat of this campaign, and it’s what really helps drive the message in a way we can all relate to.”
The campaign will run until July. It targets consumers with intent to travel across key regions. It will also feature a partnership with Amazon, which includes a content hub to highlight the benefits of traveling via ferry. This will help drive consumers to find out more and engage with the P&O Ferries brand.
