P&0 integreatd campaign

MSc Marketing CommunicationGroup 4

Where are we now• One of the Europe largest recognised ferry – P&0 ferries• UK resident belief “British tradition” is P&0 Ferries loyalty• Dover strait is biggest for P&0 passenger market overseas/UK resident• P&0 fall in business client cover by Dover strait.• P&0 ferries having old brand image of 70’s and 80’s.• Ineffective Campaign “You deserve holiday”

Situational AnalysisP&0 ferries Competitor

Problem Definition PAX(000)

Current Target market• Shopping visitor• Holiday independent• Overseas passenger• Car passenger• Long run low cost ferry• Adventures people• Price sensitive “The majority of ferry passenger has a low customer loyalty believe in price & availability”• Local Heroes – Sweeper , Public servant and Labour extra• Athletes and sporty people with Talented programme of P&0 for 2012• Trying to spread awareness among youth and Student of Europe

Objectives• To increase brand awareness and creditability• To give a new brand image to P&0 ferries which belongs to old image of 70’s & 80’s• Changing perception for bringing fresh intuition for P&0 ferries – The way to your destiny• To promote P&0 ferries as fresh and exiting journey for your destination.• To provide unique services to passenger• To give standard message to target market - Sensational

Who we are talking to? Ta• Low cost airline passenger rge ted• Car passenger Gr ou• Non-ferry customer p• Skiers and Campers• Summer holiday at fair price• Student and Young Passenger• Safety seeking passengers

Low cost air line passengerWho are they? 18 to 50 (Adult) – Male & Female ABC1Where they can be reached? Banner ads and Building Wraps at high premium street Poster and hoardings Times and Evening standard Newspaper Travel Magazine

Low cost air line passenger• How are we relevant to them? It gives freedom to passenger free to walk and talk The wide area on ferries make you feel free and express yourself No worries about language No more waiting in a big queue To contribute in CO2 as P&0 ferries is eco friendly Fresh air, excitement and leisure in P&0 ferries

Car passengerWho are they? 18 to 45 – Male and Female ABC1 C2Where they can be reached? Radio - BBC 2, BBC 6, Classic FM, The Jazz Outdoor hoardings and Poster in heavy traffic area Google and Bing – Search Engine Travel weekly and Marie Claire magazine

Car passengerHow are we relevant to them? Be relax and calm from heavy traffic zone Safe and secure journey to your destiny Affordable price Utilize time for capturing your lovely moment

Non ferry customerWho are they?o 3 to 40o Family, friends and adult male & femaleo ABC1 C2 DWhere they can be reached?o Mirror, Times and Guardian Newspapero Sun online Newspapero Radio – BBC 2/6 , The Jazz and Diverseo Travel magazineo Direct mail

Non ferry customer• How are we relevant to them?o Leisure and entertainmento Spend your precious time and capture a memorable moments of your lifeo Amazing experience through out your journeyo Priceless journey to your destinyo European culture dance and meals

Skiers and campersWho are they? 18 to 30 skiers, 8 to 50 campers Male and female – Friends and family ABC1 C2Where they can be reached? Travel magazine and Sports magazine Times and Guardian Newspaper Poster and Hoardings in city and crowdie area Direct mail on Christmas and New Year In game product placement

Skiers and campers• How are we relevant to them? Free t-shirts for skiers Campers can have there car towards there journey Adventurous experience begin with P&0 ferries Affordable fair price for passenger along with there car No worries for luggage

Summer holiday at fair priceWho are they? 10 to 60 Family ,friends, couple - male & female ABC1 C2 D EHow we reached them? Newspaper – Mirror, Guardian and Times Radio –BBC 2, BBC 6, The Jazz and Classic FM Poster and Hoardings

Summer holiday at fair price• How are we relevant to them? In these crises have a fair price summer holiday and make these days as a memorable moment Have a geological expert in these ferries make your tour adventurous and amazing. Have a fun with Europe largest ferry P&0 ferries at right destination Fair price to begin your sensational in these summer Privilege membership card for gaining additional facilities

Student and Young passengerWho are they? 10 to 26 Sex – male and female School/college/university tour and all other student ABC1 C2How we reached them? Direct mail Sun online newspaper and Times print newspaper Poster and hoardings near by school area Leaflet and brochures for student Community of P&0 ferries on Face book In game product placement

Student and Young passengerHow are we relevant to them? Have your car along with your journey Spare your cheerful moments with your friends Gain additional knowledge from geological expert Be a part of privilege membership card for life time beneficial services of P&0 Ticket discount for students

Safety seeking passenger• Who are they? 30 to 60 ABC1 C2 D E Disabled passenger and conscious passengerHow we reached them? Direct mail Offical website of P&0 will delivered clear idea Search engine – Google & Bing Newspaper – Times and Mirror

Safety seeking passenger• How are we relevant to them? Special additional services to disabled person Appropriate security for luggage and car Safely tour with P&0 having more than 100 years experience in these field

Targeted regional area

current brand image• 70’s and 80’s ferries• Time consuming• No additional benefit and services to passengers• Its for low cost shopping passenger• P&0 ferries is essential for Freight• Its all about British tradition

Till 2003 – It was just ferry

What are we saying them?• Functional orientation Approach; Sensational• Tag Line: “We sail your sensation” John Egan 2007

Resonance strategy Breathtaking Fun FreshMemorablemoment ExcitementAmazing Sensational Entertainment Leisure Adventurous John Egan 2007

Media characteristics• Outdoor media – Poster, Hoardings and Ambient media tools• Radio – Spot advertising• Print media- Broachers, Leaflet, Newspaper and Magazine• Direct mail – Door to door leaflet,• Electronic media – In game product placement, » Banner adds » Click through rate » Interstitials » Search engine » Building wraps John Egan 2007

Poster and hoarding in heavy traffic area and near by airportGenerate Carbon emission Eco-Friendly We sail your sensation Target market – Low cost airlines

Promotional Activities Free t-shirt for P&0 ferries skiers

Poster at renowned place of city like museum/fort/parliament Target market – Campers along with car and family

At major bus stop of city •London •Manchester •Glasgow •Edinburgh •Birmingham Targeting Family and summer holiday seeker

Promotional Activities Targeting skiers who usually travel with P&0 ferries for 3month December to February

Electronic billboard run with solar power – On premium street of city FAIR PRICELocation: All P&0 Ferries ports, London, Dover strait, Mostyn and Dublin

Title Sponsor – targeting skiers and snowboard in France

Direct Mail will be having Christmas promotional code on al sati Sen

In game product placement – targeting youth Sensational

Target market Europe youth participation Non-ferry customer

Building wraps SensationalTarget market: adventurous and sporty passenger, searching something new

Security and trustworthy brand Sensational l io na t sens a We sail your sensation Free cup for coffee drinkers at P&0Magazine and poster

Magazine last page Newspaper Last pageWe sail your sensation We sail your sensation

Sensational We sail your sensationIndoor and outdoor advertising on billboard: Location heavy traffic area

Magazine and newspaper FamilyWe sail your sensation Targeted Europe different continent

Associate withPrivilege member club

Sensational Tune timeJanuary 2010 February2010 December2009 March2010

P&0 Ferries Flag admired

PublicityP&0 ferries P&0 ferries head passenger

Benefit and Services• Geological expert in P&0 ferries• French , Irish culture dance and meals• Sensational Privilege Club card with additional facilities• December to March free trip for X-factor participation.• JLS group show on 1st January• Ticket discount for University and college student• Special care for disabled/handicap passenger

Selective media• Magazine – Travel magazine Capture Non Ferry customer Marie Claire magazine from well- know place Travel weekly Poster and Hoardings• Newspaper – Guardian London Eye All located » Times London Bridge near » Mirror The tower of London Thames » Evening Standard Big Ben river » Daily express• Interstitials – Sun online newspaper Radio Station• Search Engine – Google & Bing BBC 2,6• Community of P&0 ferries – Face book BBC Asian network Classic FM The Jazz Diverse

Website• A new documented film of P&O ferries sensational video of 4 minutes on home page. www.POferries.com• http://www.youtube.com/watch?v=eJHrjmA1wjM

December2009 to May2010 Scheduling December January February March April MayPrint Leaflet Newspaper Magazine Magazinemedia NewspaperAmbientmediaOutdoor Airlines Bus stop poster Summermedia hoarding campers holidayElectronic In game Solar powermedia product Banner addRadio Cherry Cole JLS Stanley David All togetherTelevisionWebsite Doc filmPublicity Chairman Head and speech customerDirect Christmas New yearMail card card Murphy 2004

Campaign spend Budget - £2.5million

Control• Click through rate on P&0 official web site• Search engine data will give appropriate standard data• Poster and hoarding will bring awareness towards non ferry customer - Market research will covered on desired response• Direct mail will increase passenger at Christmas time and will lead till new year• Magazine, Radio and Newspaper will allocate new brand image of P&0 ferry for old passenger – A reliable response from old passenger will cleared here• Privilege membership card will attract potential customer

Forecast of campaign communication objectives Communication% of target audiences affected 65% Behavioural 32% 16% 8% Unaware Awareness Interest Desire Action

ConclusionThe entire campaign will give new fresh imageand identity to P&0 ferries. These campaign isalso unique as compare to the campaignwhich they so far have done, where therestrategies was lacking. Our standard messageis so reliable and well measured to capturedtarget group and to accomplishes objectives.

Reference• Books: Marketing Communication, John Egan, Prentice Hall 2007 British Analytical Data and Research (BARD)• Magazine: Campaign Online Advertising age Cannes Lion case study• Electronic:www.warc.comwww.newsbank.comwww.bbc.co.uk/news

Belfast Telegraph: Ferry easy travel with NorfolklineBelfast Telegraph (Northern Ireland) - Wednesday, January 14, 2009http://0-infoweb.newsbank.com.brum.beds.ac.uk/iw-search/we/InfoWeb?p_product=UKNB&p_theme=aggregateBBC exposes poor security at port : Monday, 11 October, 2004, 18:28 GMT 19:28 UKAn investigation by the BBC has exposed serious loopholes in security on a North Sea ferry route.http://news.bbc.co.uk/1/hi/england/humber/3734662.stmBelfast Telegraph: Ferry launches mascot name campaignBelfast Telegraph (Northern Ireland) - Wednesday, February 25, 2009http://0-infoweb.newsbank.com.brum.beds.ac.uk/iw-search/we/InfoWeb?p_product=UKNB&p_theme=aggregateDover Straits ferry market By Fred HitcHins Passenger ferry demand ...File Format: PDF/Adobe Acrobat - Quick ViewDover Straits ferry market By Fred HitcHins. The Ferry Market & Outlook. Passenger ferry demandto the Continent and across the Dover Straits declined each ...www.irn-research.com/index.php?/main/content/.../Market_ferry... - Similar -Dredging threat to Airbus dealAn AM is warning an £11bn deal with Airbus could be in jeopardy if permission for the Port of Mostynto dredge the Dee Estuary is refused.Wednesday, 3 March, 2004, 17:48http://news.bbc.co.uk/1/hi/wales/north_east/3529405.stm

Ferry launch prompts transport study Wednesday, 23 January, 2002, 12:11 GMThttp://news.bbc.co.uk/1/hi/wales/1718997.stm Ferry operator banks on Holyhead Wednesday, 28 May, 2003, 17:56 GMT 18:56 UKhttp://news.bbc.co.uk/1/hi/wales/north_east/2944444.stmHow to use the budget betterRoderick White, Warc Best Practice, March 2008http://www.warc.com/Articles/View.asp?ID=11712How to budget betterPaul Dyson, Admap, October 2004, Issue 454, pp.38-40http://www.warc.com/Articles/View.asp?ID=79540How much should I spend on advertising?Andrew Green, Warc Media FAQ, June 2006http://www.warc.com/Articles/View.asp?ID=82384Largest Cities in the UK http://www.ukcities.co.uk/populations/Mostyn dock wins P&O contract ,Tuesday, 6 November, 2001, 16:10 GMThttp://news.bbc.co.uk/1/hi/wales/1641033.stmManaging advertising as an investmentAndy Farr, Admap, July 2004, Issue 452, pp.29-31http://www.warc.com/Articles/View.asp?ID=79151P&O to cut ferry routesTuesday, 23 April, 2002, 09:03 GMT 10:03 UKP&O to cut ferry routeshttp://news.bbc.co.uk/1/hi/business/1945363.stmP&0 Stena focuses on business travel sector 10 April 2000),Report by DINAH ROBINSONhttp://www.travelweekly.co.uk/Articles/2000/04/10/6196/p0-stena-focuses-on-business-travel-sector.html

P&O courts rival suitors in attempt to trigger auction By Edward Simpkins Published: 12:01AM GMT 06 Nov 2005http://www.telegraph.co.uk/finance/2925399/PandO-courts-rival-suitors-in-attempt-to-trigger-auction.htmlSetting the communications budgetPaul Dyson, Admap, November 2002, Issue 433, pp.39-42http://www.warc.com/Articles/View.asp?ID=77088Setting the marketing budgetAdmap, July 2003, Issue 441, pp.20-21http://www.warc.com/Articles/View.asp?ID=77956The Express On Sunday: Experience the spirit of FranceExpress on Sunday, The (London, England) Sunday, November 25, 2001http://0-infoweb.newsbank.com.brum.beds.ac.uk/iw-search/we/InfoWeb?p_product=UKNB&p_theme=aggregated5&p_action=doc&p_docid=0F2B7The Daily Telegraph: LD launches cross-Channel catDaily Telegraph, The (London, England) - Monday, April 20, 2009Author: David Millwardhttp://0-infoweb.newsbank.com.brum.beds.ac.uk/iw-search/we/InfoWeb?p_product=UKNB&p_theme=aggregated5&p_action=doc&p_docid=127B5The UKs Oldest Cities ,Oldest UK CitiesPredating Records,Oldest UK Cities - by Date of Incorporation:http://www.ukcities.co.uk/oldest/Top 10 mazines and newspapershttp://www.allyoucanread.com/Top10_By_Countries/index.asp?id=181Top 10 london attractionhttp://www.visitlondon.com/attractions/culture/top-ten-attractionsUK radioshttp://www.uksuperweb.co.uk/radio.htmlWho offers what:(22 September 2000) Journal: TWUK , Issue Date: 25/09/00 Page Number: 52http://www.travelweekly.co.uk/Articles/2000/09/22/12531/who-offers-what.html

P&0 integreatd campaign

by Vishal Mehta

Accessibility

Categories

Upload Details

Usage Rights

Statistics

P&0 integreatd campaign Presentation Transcript