P&O Ferries goes on the attack with ‘There is Another Way’ campaign

Tim Green

Ferry giant P&O is taking a sly dig at all other forms of transport in its latest series of OOH ads.

Its ‘There is Another Way’ campaign draws attention to the crowds and inconvenience of train, bus and car travel. And P&O has cheekily located the posters at train stations and airports where travellers will be using these other forms of transport.

The ads, created by Publicis•Poke and Starcom, position P&O Ferries as a challenger brand and travel alternative. They highlight ferry benefits such as the lack of luggage or liquids allowance, the views and even the elbow room.

The campaign will run until July. It also features a partnership with Amazon, which includes a content hub to highlight the benefits of travelling via ferry.

Jo Harvey, Head of Customer Marketing at P&O Ferries, said: “Our ambition is to put ferry travel back on the map. Sometimes an overlooked mode of transport, we wanted everyone to see that you don’t need to compromise on what you bring or how comfortable your journey is when you travel by ferry, so that you can start your holiday when you set off.”