P&O Ferries: How P&O got its customers back on board - IPA Effectiveness Awards Case Study 2007

Brief Description: This paper reveals that by breaking away from the conventions of the ferries category, focusing all investment on a narrow consumer base and adopting a multi-media approach, P&O passenger numbers increased by 7% (at a time when the ferries market as a whole declined by 1%). All investment was focused on narrowly defined target audiences and a new creative campaign devised, featuring a reworking of the classic P&O flag into an iconic branding device. This was supported by a multi-media approach, combining high impact advertising executions, an innovative use of radio, sponsorship and a significant investment in online. P&O returned to profit for the first time in four years and the ROI increased by 25% on the previous year ;---(TAGS)--- Full Title: How P&O got its customers back on board ; Number: 2007/19 ; Brand Name: P&O Ferries ; Client: P&O Ferries ; IPA_ProductCoding: Travel & Transport (Ferries) ; Agency: Designate Communications LLP ; Media Planning Group ; Author: ;