Agency: Media Planning Group/Designate Communications LLP |
P&O – How P&O got its customers back on board
EXECUTIVE SUMMARY
The dramatic turnaround of the P&O Ferries business in 2006 after years of decline and in the face of intense competitive pressure from low-cost airlines owed a great deal to the company's adoption of a radical new approach to marketing communications. 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 increased overall passenger numbers and returned to profit for the first time in four years. All...