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...