Audience
Bridging working and middle classes, targeting families, campers, travellers, skiers/snowboarders/cyclists (activity sports enthusiasts).
Print campaign, including 48 sheets, magazine spreads, point of display leaflets and ambient media.
P&O Ferries are retaining old customers, but not reaching new customers who opt for cheap plane flights, due to outdated negative pre-conceptions of Ferry travel.
Reach and retain a wider range of customers for P&O Ferries via a print campaign.
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