P&O Ferries: There is Another Way, 3

P&O Ferries announces its new ad campaign to entice people to travel via ferry over planes and trains, contextually positioning themselves in and around train stations and airports where travellers will be using these other forms of transport. P&O Ferries - the leaders in ferry travel in UK and Ireland - are using out-of-home posters to alert travellers that ‘There is Another Way’ to travel. Created by Publicis•Poke, with media planning and buying driven by Starcom, the campaign positions P&O Ferries as a challenger brand and a travel alternative in a category full of frustrations. The posters consist of attention-grabbing headlines which spell the facts out in black and white: there really is another way to travel. The ads generously use white space in a nod to the roomy nature of the ships, while the handmade ‘There Is Another Way’ stamp and nostalgic photography delivers that holiday feeling. The tongue-in-cheek ads utilise bold, contextual placements that target specific relatable pain points when travelling. For example, posters enroute to both the Eurostar and Gatwick Express line will highlight the fact that when you travel with P&O Ferries, there is no luggage or liquids allowance. One ad at St Pancras Station reads: ‘On trains and planes you book a seat but on P&O you choose a ship.’ The ads are strategically positioned in a bold, playful way to embed P&O Ferries’ brand positioning as the most enjoyable way to travel. The campaign will also run across digital, print, and audio; these formats will also playfully showcase P&O Ferries as another travel option, all while being delivered to consumers when they are likely to be thinking about travelling by plane or train. The campaign launches today and will run until July, targeting consumers with intent to travel across key regions. The campaign will also feature a partnership with Amazon, which includes a content hub to highlight the benefits of travelling via ferry. This will drive consumers to find out more and engage with the P&O Ferries brand.