Crit Rationale Pitch

Main Problem

Identified that P&O have an existing customer base, however they are not reaching new wider markets such as skiers, snowboarders, cyclists, campers and families. These markets currently use cheap flights as an alternative.

Concept

Highlight the convenience of ferry travel, by bringing to light the benefits that are overlooked by our target markets. Such as cheaper prices car access, which includes increased amount of luggage for sports equipment and general family luggage.

Direction

A print and ambient media campaign. Including 48 sheets, magazine spreads, posters, flier, bus stop ambient media and other hypothetical ambient media image treatments.

Questions brought to crit

• Our audience does not consider even finding out whether it would be worth using a ferry as an alternative to cheap airline flights. Therefore would you agree a print based and ambient media campaign is the best way to raise awareness?

• It is evident that P&O have a limited knowledge of what it is they need to do to raise awareness of their ferry services. Their target audiences stated in the brief are Skiers, Snowboarders and Families. Would you agree that they could increase the range of a new market by considering other activity sports such as cycling, surfing, rock climbing and camping?

• Do you think these initial ideas are suitable, considering they are not physically realistic, but with Photoshop we can exemplify the potential of ambient advertising?

• At present the style of illustration is not decided. There is the option of using photography or another illustrative technique. Photography is a challenge, as it would involve gathering a lot of props and potentially unrealistic photos such as photographs of a ship. So far the idea of developing an illustrative style is far more realistic. Opinions?