P&O Ferries is positioning itself as the "safer" and "faster" alternative to air travel as it looks to prime the brand ahead of travel restrictions easing and tap into pent up demand from holidaymakers.
As well as unveiling a new positioning, the brand is launching a teaser campaign designed to “bring the nation’s sense of adventure back”. It is designed to show the UK an escape route from lockdown, timely given the government's roadmap to lifting restrictions outlined yesterday (22 February).
Speaking to Marketing Week, Sarah Rosier, P&O Ferries director of passenger sales and its marketing lead, says the move is a “push against the commoditisation” of travel, with the pandemic giving the brand the “perfect opportunity to take stock” and get into shape.
P&O is looking to build brand awareness and start to change perceptions of ferry travel so when things begin to return to normal it is ready to capitalise.