P&O - How P&O got its customers back on board

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.
Agency: Media Planning Group/Designate Communications LLP

P&O – How P&O got its customers back on board


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...

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