P&O Case Study

P&O Ferries are one of Europe’s leading ferry operators. Known internationally, their comprehensive route network, competitive prices and recognisable brand make them a high-profile company. P&O Ferries wanted to increase their European sales and enhance their brand awareness using their marketing budget to maximum effect.

The Objective

Net Media Planet proposed a plan of action to help P&O Ferries achieve their goals, which were:

• To increase brand awareness for P&O Ferries in Europe through optimised presence on search engines
• To increase targeted traffic to P&O Ferries websites through activity in the Belgian, Dutch, French, and German markets
• To increase P&O Ferries pan-European sales short and long term

The Plan

Net Media Planet set out to achieve these objectives using the following methods:

• Focusing on targeting the right customers - that is, online users who type in ferry and cruise travel-related search terms
• Extensive reach for maximum brand awareness generation, using millions of keyword search terms and advert impressions
• Methods to ensure maximum return on investment such as demographic and geographic targeting
• Powerful optimised 'call to action' marketing messaging in adverts to maximise conversion to sale, focusing on high value products

The Results

• 140% growth in sales and total order value year on year
• Extensively increased brand awareness in all countries
• Consistent growth in Pan-European P&O Ferries website site visitors