Cut target audience right down to:
Active sports enthusiasts
- Families are strongly addressed across the current P&O advertising campaign.
- There will be an obvious gap in the aesthetic between the two markets.
- Figure out why active sports people would want to drive to the location after the ferry crossing.
- A tag line, or a series of tag lines may need to be developed, or a series of tag lines.
- Primary research into current market, why do they like using ferry, if not, why not?
The two main aspects to focus on. The experience of ferry travel / The driving experience for the adventurous market.
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