1. MSc Marketing CommunicationGroup 4

2. 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 70s and 80s. Ineffective Campaign You deserve holiday 3. Situational AnalysisP&0 ferries Competitor 4. Problem Definition PAX(000) 5. Current Target market Shopping visitor Holiday independent Overseas passenger Car passenger Long run low cost ferry Adventures people Price sensitiveThe majority of ferry passenger has a low customer loyalty believe inprice & 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 6. Objectives To increase brand awareness and creditability To give a new brand image to P&0 ferries whichbelongs to old image of 70s & 80s Changing perception for bringing fresh intuition forP&0 ferries The way to your destiny To promote P&0 ferries as fresh and exiting journeyfor your destination. To provide unique services to passenger To give standard message to target market -Sensational 7. Who we are talking to? Ta Low cost airline passengerrgeted Car passenger Grou Non-ferry customer p Skiers and Campers Summer holiday at fair price Student and Young Passenger Safety seeking passengers 8. 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 9. 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 10. 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 11. 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 12. 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 13. Non ferry customer How are we relevant to them?o Leisure and entertainmento Spend your precious time and capture a memorable momentsof your lifeo Amazing experience through out your journeyo Priceless journey to your destinyo European culture dance and meals 14. 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 15. 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 16. 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 17. Summer holiday at fair price How are we relevant to them? In these crises have a fair price summer holiday and makethese days as a memorable moment Have a geological expert in these ferries make your touradventurous and amazing. Have a fun with Europe largest ferry P&0 ferries at rightdestination Fair price to begin your sensational in these summer Privilege membership card for gaining additional facilities 18. 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 19. 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 beneficialservices of P&0 Ticket discount for students 20. 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 21. 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 22. Targeted regional area 23. current brand image 70s and 80s ferries Time consuming No additional benefit and services to passengers Its for low cost shopping passenger P&0 ferries is essential for FreightIts all about British tradition 24. Till 2003 It was just ferry 25. What are we saying them? Functional orientation Approach; Sensational Tag Line: We sail your sensation John Egan 2007 26. Resonance strategyBreathtakingFun FreshMemorablemoment ExcitementAmazingSensational EntertainmentLeisureAdventurousJohn Egan 2007 27. 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 28. Poster and hoarding in heavy traffic area and near by airportGenerate Carbon emissionEco-Friendly We sail your sensationTarget market Low cost airlines 29. Promotional Activities Free t-shirt for P&0 ferries skiers 30. Poster at renowned place of city like museum/fort/parliament Target market Campers along with car and family 31. At major bus stop of cityLondonManchesterGlasgowEdinburghBirminghamTargeting Family and summer holiday seeker 32. Promotional ActivitiesTargeting skiers who usually travel with P&0 ferries for 3monthDecember to February 33. Electronic billboard run with solar power On premium street of cityFAIR PRICELocation: All P&0 Ferries ports, London, Dover strait, Mostyn and Dublin 34. Title Sponsor targeting skiers and snowboard in France 35. Direct Mail will be having Christmas promotional code on alsatiSen 36. In game product placement targeting youth Sensational 37. Target market Europe youth participation Non-ferry customer 38. BuildingwrapsSensationalTarget market: adventurous and sporty passenger, searching something new 39. Security and trustworthy brand Sensationall io na t sens aWe sail yoursensationFree cup for coffee drinkers at P&0Magazine and poster 40. Magazine last page Newspaper Last pageWe sail your sensation We sail your sensation 41. SensationalWe sail your sensationIndoor and outdoor advertising on billboard: Location heavy traffic area 42. Magazine and newspaperFamilyWe sail your sensation Targeted Europe different continent 43. Associate withPrivilege member club 44. Sensational Tune timeJanuary 2010 February2010 December2009 March2010 45. P&0 Ferries Flag admired 46. PublicityP&0 ferries P&0 ferries head passenger 47. 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 48. Selective media Magazine Travel magazine Capture Non Ferry customer Marie Claire magazine from well- know placeTravel weeklyPoster and Hoardings Newspaper Guardian London EyeAll located Times London Bridgenear MirrorThe tower of LondonThames Evening StandardBig Benriver Daily express Interstitials Sun online newspaper Radio Station Search Engine Google & BingBBC 2,6 Community of P&0 ferries Face book BBC Asian network Classic FM The Jazz Diverse 49. Website A new documented film of P&O ferries sensational video of 4minutes on home page. www.POferries.com http://www.youtube.com/watch?v=eJHrjmA1wjM 50. December2009 to May2010Scheduling DecemberJanuary February March AprilMayPrintLeaflet Newspaper Magazine Magazinemedia NewspaperAmbientmediaOutdoorAirlinesBus stopposter SummermediahoardingcampersholidayElectronic In gameSolar powermediaproductBanner addRadioCherry Cole JLS StanleyDavid All togetherTelevisionWebsiteDoc filmPublicityChairman Head and speech customerDirect Christmas New yearMail cardcardMurphy 2004 51. Campaign spendBudget - 2.5million 52. 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 ferrycustomer - Market research will covered on desiredresponse Direct mail will increase passenger at Christmas time and willlead till new year Magazine, Radio and Newspaper will allocate new brandimage of P&0 ferry for old passenger A reliable responsefrom old passenger will cleared here Privilege membership card will attract potential customer 53. Forecast of campaigncommunication objectives Communication% of target audiences affected 65%Behavioural 32%16% 8% Unaware Awareness Interest Desire Action 54. 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. 55. Reference Books:Marketing Communication, John Egan, Prentice Hall 2007British Analytical Data and Research (BARD) Magazine:CampaignOnline Advertising ageCannes Lion case study Electronic:www.warc.comwww.newsbank.comwww.bbc.co.uk/news 56. 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 57. 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 58. 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