P&O Ferries: What Next - Spontaneity DM

P&O, a British cruise line, increased awareness in the UK by sending letters without a destination to prospects and encouraging them to take an adventure.

Campaign details

Agency: MRM//McCann

With an audience seduced by more exotic climes – and a UK ferry market in long term decline – many P&O customers are sailing less or not at all.

It was time to make ferry travel feel aspirational and special again.

Strategy

This was a brave campaign that reached out to a whole new audience: the "Active Explorers".

These are people who pride themselves on going off the beaten track. They could probably afford 5-star, exotic holidays, but they're not after luxury.

These are adventurers. They're not ruled by guidebooks. They're ruled by whims.

But...

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