CASE STUDY: Radio helps position P&O Ferries as market leader
Provided by Radiocentre
P&O Ferries used radio to speak to a specific audience within key regions. The activity delivered an impressive ROI
What was the Challenge / Background of the Campaign?
The growth of low cost airlines over recent years has resulted in a
significant reduction in usage of ferries. P&O subsequently relaunched its service with significantly lower and more competitive fares, a faster and cleaner web-based booking service, and a brand promise of 'travel in space & comfort' to compete against the 'cattle-truck' approach of low cost airlines.
The key task for P&O was to increase 'reasons to visit' the parts of France
served by their ferry lines and thereby increase overall volume of ferry trips. Find out more...
What was the Campaign Objective?