P&O Ferries is repositioning its brand in the travel and leisure sector with the launch of 'To the Sea' - aiming to reconnect people with ferry travel and deliver a promise of what travelling in a post-pandemic world could, and should, feel like and mean for people.
The Covid-19 crisis shocked the travel market and rapidly changed consumer behaviour, with people looking for alternative travel options for economic, safety and logistic reasons. In a world that is adapting to this new normality, particularly when it comes to travel, P&O Ferries is repositioning with a renewed strength, focus, and commitment to present ferry travel as the most liberating form of transport in a post-Covid world.
The first phase of the brand vision launched with ‘A Calling’, six social films created by Publicis•Poke, featuring people finding ingenious and at times, unsuccessful ways to try and recreate that feeling of being out on the water, from standing in buckets, to painting waves on walls, and even sculpting the sea out of mashed potato. The films end on the line: "when the time comes, you know where to find us."
The second phase of the To The Sea campaign will be live from May, expanding from the UK to include France, Germany, Belgium, The Netherlands and Poland.
CAMPAIGN TITLE: To the Sea
CLIENT: P&O Ferries
ADVERTISING AGENCY: Publicis•Poke
EXECUTIVE CREATIVE DIRECTOR: Dave Monk
CREATIVE DIRECTOR: Steve Paskin
CREATIVE TEAM: Josh Norbury, Hector Dudding, Oliver Quinn and Marcella Tarable
DESIGNER: Dave Stansfield
PLANNER: Alexandra Mimoun & Diego Chicharro
BUSINESS LEAD: Matthew René
ACCOUNT TEAM: Leah Schneider, Caroline Pollard & Marian Noble
AGENCY PRODUCER: Colin Hickson
MEDIA BUYING AGENCY: Starcom
MEDIA PLANNER: Kieran Atkinson and Brenna Larson
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