P&O Ferries and Publicis London are taking the There is Another Way platform on the next stage of its journey with a new integrated ad campaign, All Aboard. The ad, which spans TVC, press, OOH, radio, social, and digital display, continues the platform’s mission of demonstrating that no matter who you are or how you travel, a P&O Ferry is always a more enjoyable experience.
At the heart of the campaign is a variety of 30-second films created by Publicis London. From chronic overpackers to the backpacker who is always losing their passport, each film features a different travelling ‘quirk’ and explains how P&O Ferries can provide the solution for everyone onboard. The ads will air on Sky and on-demand across Channel 4, ITV, and Amazon.
Accompanying the film will be OOH and press ads with a similar call to arms for different types of travellers, paired with P&O Ferries’ benefits. Taglines such as “Owners who cook sausages for their dog every morning… travel together onboard in our Pet Lounge” and “People who just can’t walk past the smell of freshly baked pizza.. Give in to your cravings with our delicious menus onboard”, will be presented to potential passengers on billboards situated in all major UK train stations along main network roads, and in press ads nationally.
Noel Bunting, chief creative officer, Publicis London, said, “All aboard, obsessive overpackers (me), people who are 6ft 9 (not me), and people who bring their own tea on holiday. By tapping into universal travel truths in a playful way, we’re welcoming everyone on board P&O Ferries and helping them connect with a refreshing way to travel, whilst advancing Publicis London’s mission to ‘Move the World’ one traveller at a time.”
Jordan Hewitt, director of brand and marketing, P&O Ferries added, “Instead of shouting about the various benefits of travelling with P&O Ferries on our new ships – and there are many! – we chose to show and celebrate the benefits of travelling on P&O through the real-life travel quirks we all have. We strive to bring our valued customers the best of everything – whether that’s space for kids to have fun, varied menus for the fussy eaters, or a touch of luxury in our Club Lounge to enhance the start of any trip- whatever the travel quirk, P&O Ferries caters for it.’’