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Ferry market leader P&O Ferries is set to deliver its first campaign since announcing the launch of a new strategic brand platform 'To The Sea' for post-pandemic travel earlier … read morethis year. The ferry operator announced its new strategic brand platform, which it developed and created in collaboration with Publicis•Poke, with a teaser film ‘A Calling’ in February earlier this year. Now with travel restrictions easing, P&O is ready to launch the brand platform with a campaign whose centrepiece is 30” TV spot airing across the UK in a media strategy targeting new and existing customers, driven by Starcom. Starcom also handled media planning and buying. The TV ad shot under lockdown captures the consumer mood for more safety, convenience and flexibility, without compromising on the travel experience. Drawing on notions of escapism and the celebration of the sea as a liberating force, the TV creative shot by Si&Ad symbolises a new way of looking at a centuries-old means of transport, resonating with those who may not have initially considered ferry travel as an option when planning a holiday. The campaign has been developed by Publicis Groupe UK’s ‘Power of One’ proposition, with media agency Starcom handling the media strategy and Publicis•Poke devising the new brand strategy and platform, as well as the creative and the brand’s new visual identity. Publicis Groupe UK’s agencies Starcom and Publicis•Poke have worked with P&O Ferries since 2014 and 2018 respectively, most recently collaborating on the ‘A Calling’ teaser film. Running concurrently with the TV ad is a digital content series, ‘Ferry Tales’, which strategically complements ‘To The Sea’ by generating a more in-depth consideration of travelling with P&O. The Minifilms showcase the unexpected adventures that P&O Ferries make possible, like cycling from Edinburgh to Munich and taking friends on surf tour of Northern Ireland and the West coast of Scotland.
read less...To the sea
CLIENT: P&O Ferries
ADVERTISING AGENCY: Publicis•Poke
EXECUTIVE CREATIVE DIRECTOR: Dave Monk
CREATIVE DIRECTOR: Steve Paskin
CREATIVE TEAM: Steve Paskin, Hector Dudding, Oliver Quinn, Marcella Tarable, Josh Norbury
DESIGNER: Dave Stansfield
PLANNER: Alexandra Mimoun & Diego Chicharro
BUSINESS LEAD: Matthew René
ACCOUNT TEAM: Caroline Pollard
AGENCY PRODUCER: Colin Hickson
MEDIA BUYING AGENCY: Starcom
MEDIA PLANNER: Danny Weitzkorn, Dan Coleman, Mark Kennedy
PRODUCTION COMPANY: Academy
DIRECTOR: Si & Ad
EDITOR: Final Cut – Joe Guest
PRODUCER: Ash Lockmun & Simon Cooper
POST-PRODUCTION COMPANY: MPC - Kayleigh Dugdale (Producer)
AUDIO POST-PRODUCTION COMPANY: Soundtree Music – Jay James
Ferry Tales
CLIENT: P&O Ferries
ADVERTISING AGENCY: Publicis•Poke
EXECUTIVE CREATIVE DIRECTOR: Dave Monk
CREATIVE DIRECTOR: Steve Paskin
CREATIVE TEAM: Steve Paskin, Josh Norbury
DESIGNER: Dave Stansfield
PLANNER: Alexandra Mimoun & Diego Chicharro
BUSINESS LEAD: Matthew René
ACCOUNT TEAM: Caroline Pollard
AGENCY PRODUCER: Colin Hickson
MEDIA BUYING AGENCY: Starcom
MEDIA PLANNER: Danny Weitzkorn, Dan Coleman, Mark Kennedy
PRODUCTION COMPANY: Prodigious
DIRECTOR: Charlie Crane
DIRECTOR OF PHOTOGRAPHY: Adam Barnet
EDITOR: Eve Ashwell, Assembly Rooms
EXECUTIVE PRODUCER: Nisha Mullea
PRODUCER: Laura Shacham
PROJECT MANAGER: Natalie Cox
POST-PRODUCTION COMPANY: Prodigious
AUDIO POST-PRODUCTION COMPANY: Prodigious
MUSIC: Twenty Below
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