P&O Ferries
Exploiting radio’s ability to mobilise local audiences
Audio(.mp3)
Background
The growth of low cost airlines over recent years has resulted in a significant reduction in usage of ferries. P&O subsequently relaunched its service with significantly lower and more competitive fares, a faster and cleaner web-based booking service, and a brand promise of ‘travel in space & comfort’ to compete against the ‘cattle-truck’ approach of low cost airlines.
The key task for P&O was to increase ‘reasons to visit’ the parts of France served by their ferry lines and thereby increase overall volume of ferry trips.
Why radio?
Findings from econometric and consumer research demonstrated that ‘truly’ local media delivers greater ROI to the P&O business – a finding that put radio at the heart of the consideration set.
P&O recognised that in the heavily cluttered travel sector, where consumers are bombarded with a mass of conflicting messages and offers, radio would provide a disproportionately high share of voice, and therefore was able to help position the company as a market leader.
In addition, the emotional nature of radio listening, combined with the strong listener / presenter connection that so many stations provide, offered the ideal platform to communicate powerful and brand endorsed content.
Implementation
P&O produced a series of 60” programming features to provide listeners with useful and interesting travel content; with the end goal being to inspire listeners to visit France (from Dover Port) or Belgium/Holland (from Hull Port) by ferry.
The concept was to step aside from traditional advertising and prompt more frequent trips from those within the local catchment area to grab listener’s attention with useful information about P&O destinations, as well as about ferry travel as a whole.
Working closely with the stations to produce strong quality audio; the content varied from features on Disney trips for the family, to Valentine’s and Mother’s Day editorial, ski and golf trips, city breaks and more.
The campaign was further boosted with a combination of breakfast and afternoon drive sponsorships, tactical promotions, ‘out and about’ activity with on-street teams, together with microsites detailing latest offers and links through to POFerries.com
Results
Radio proved to be the most successful media channel in terms of ROI over the last 12 month period (including online display and search).
Econometric modelling demonstrated an impressive return of £4.49 for every pound spent for the period September 2007 – August 2008.
RAB Comment
This activity highlights a number of radio’s key strengths – speaking to a specific audience within key regions; harnessing beyond-the-spot activity to bring a brand to life and communicate core messages; generating response; and crucially delivering a very impressive ROI.
"This radio activity enables us to communicate a broad range of content in a fun, interesting and engaging way. We wanted to find an approach that enabled us to truly engage with our audience and we feel we have achieved this - the final results have demonstrated excellent ROI to our business."
Sarah Staughton, Head of Marketing, P&O Ferries