Running across the national press, out-of-home and social until 'Brexit day' on 31 January, the campaign is designed to assuage nervous passengers with images of serene blue skies and sedate waters accompanied by messaging designed to reinforce the message that the ferry company will continue to connect Britain to the continent.
Devised by Publicis Poke, the advert includes messages such as ‘No-one leaves without a deal’, ‘Go make your own European Unions’ and ‘Out of Europe, into Europe. We do it every day’.
Sarah Rosier, director of passenger sales at P&O Ferries, said: “As a heritage brand that operates in the travel sector, we have been connecting our customers' journeys by sea for over 180 years, so it’s just business as usual for us to sail in and out of the EU daily. We wanted to let our customers know that however the current situation resolves, we are well prepared and committed to transporting people, as well as cargo, to where they need to be.”
Dave Monk, executive creative director at Publicis Poke, added: “The world's a pretty noisy place at the moment. Sometimes it’s best to strip things back. Keep it simple. This timely yet timeless print campaign offers up a little touch of charm and calm in amongst a backdrop of that din.”
Publicis Poke was formed last year from a merger of Publicis London, Poke and Arc.