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Creative Creative Works OOH

P&O looks to put ferry travel back on the map as it targets trains and planes


By Amy Houston, Senior Reporter

April 19, 2023 | 3 min read

The poster ads have been strategically placed in train stations and airports in an attempt to get travelers thinking about different options.

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P&O Ferries’ new ad campaign / Publicis Poke

P&O Ferries hopes to entice people to travel by boat rather than plane or train with its ‘There Is Another Way to Travel’ campaign. The poster ads have been contextually positioned in and around train stations and at airports where travelers will be using these other forms of transport.

Travelers on the Eurostar and the Gatwick Express line will be met with ads highlighting that, when you travel with P&O Ferries, there are no luggage or liquids limits. Another at St Pancras Station reads: “On trains and planes, you book a seat, but on P&O you choose a ship.“

Jo Harvey, head of customer marketing at P&O Ferries, said: “Going on holiday shouldn’t start when you arrive, we wanted everyone to know that traveling to your destination shouldn’t be a dreaded part of your break. Our ambition is to put ferry travel back on the map.

“Sometimes an overlooked mode of transport, we wanted everyone to see that you don’t need to compromise on what you bring or how comfortable your journey is when you travel by ferry so that you can start your holiday when you set off.”

Created by Publicis Poke, the campaign will also run across digital, print and audio until July.

Steve Paskin, creative director at Publicis Poke, added: “This work drives home the fact that there is another travel alternative with P&O Ferries. The posters are bold and playful: they poke fun at common frustrations in a way that resonates with us all. Contextual media is the heartbeat of this campaign, and it’s what really helps drive the message in a way we can all relate to.”

A brand partnership with Amazon will also include a content hub to showcase the benefits of traveling via ferry, driving consumers to find out more about the P&O Ferries brand.

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Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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