P&O Ferries

Words roamed across the page, catching and holding the attention of the recipient.

Background

With a UK ferry market under pressure from increased activity from budget airlines, P&O needed to ensure its customers and prospects were clear on the benefits they could bring. It was time to make ferry travel feel aspirational and special again.

Strategy

Rather than sell a ferry, P&O, and their agency MRM/McCann, sold the freedom that taking your own car gives you. A new audience was targeted: "Active Explorers". They prided themselves on going off the beaten track. A simple letter - with no destination imagery – told a story of how wonderful and unexpected things can happen when you go with the flow. The freedom starts the moment you step on a P&O ferry. The copy was set free, roaming even to the back of the letter. The tone was full of charm and intrigue.

Results

The mailing received a response rate of 10% and an ROI of £44. Notable as there was no offer. The week the letter dropped, P&O saw a 9.6% uplift in sales and 15.5% uplift in revenue (YOY).

Source: WARC/DMA Silver Winner, Best Use of Mail

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