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This paper details the 2005-06 campaign for P&O Ferries, which turned business around dramatically after a period of decline, and in spite of heavy competition. The objective was to gain more passenge ...

When Bates Dorland won P&O European Ferries' business in autumn 1992, it was both brand and image leader. Heavy investment in its ferries over the previous five years meant that P&OEF offered a higher ...