Point has been raised that we have not targeted families, however we have made an informed decision that targeting families is not as important. Mainly because P&O have already addressed this audience and because there would be a conflicting message between the adventure audience and the family audience.
Poster treatments need to be considered further in relation to the message of adventure and P&O.
Agreed that the main issue to address is not the price of ferry tickets being low, but instead sell the experience. This was our current angle anyway, so that is fine.
Considering the style of illustration, make sure it appeals to all the audiences.
A scenic background to give a taster of the beauty and experience of the sea. Photographed, illustrative.
A tone of voice needs to be established. This is our primary focus at present. Do we have a short, concise slogan or tag line. Or should there be more of a dialogue with the audience?
The inclusion of images of an image of a ferry is a decision that Craig and myself need to come to a conclusion about. We would quite like to do it without using imagery, mainly because it is hard to obtain decent photography of ferries.
We need to evaluate why existing campaigns for P&O aren’t working. Or how it is not working for our audience.
Analyse the magazines, the style of them and the layouts available.
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