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.
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