Apparently it has been done

It is fair enough that this idea has been done. However this is almost exactly the same as what I designed with Craig just a few days ago. Amazing...but annoying

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Cruise Brochure

This P&O cruise brochure although not entirely relevant to their ferry travel does have a good example which may help visualize our own.

Their models of the rooms within the ferry are a good way of visualizing our own ambient media ideas.

Cyclist Travel

Cyclists face a great deal of hassle in particular. They have to disassemble their bikes, and then package it in a box or a bicycle bag. This is obviously a lot of extra hassle, which would not be necessary when traveling by ferry. They could simple walk their bike onto the ferry or put it in or on a car.

Also it costs at least £50 for a bicycle bag and £25 for a bike sized box. Whereas it costs no extra if they were to travel by ferry.

Audience Travel

Skiers / Snowboarders

Locations:

France- Val Thorens, Courchevel, Meribel, Les Menuires, Val d'Isere, Tignes, Chamonix, Le Vallee Blanche, Les Arcs, La Plagne, Megeve, Les Houches, Avoriaz

Italy- Dolomites, Arabba, Corvara, Selva Val Gardena, Colfosco, La Villa, Courmeyeur, La Thuile, Cervinia.

Switzerland- Zermatt, St Moritz, Verbier

Season: Late June to October

Flight: Ski travel companies are usually partnered with airlines which instantly cuts out the potential for using ferry.

Campers / Travellers

Camping and travelling has resulted in products that are lightweight. However handling camping equipment is cumbersome. Therefore a car is needed. Hence the need for ferry travel.

Families

Lots of stuff. Excess baggae costs. For a famly looking at about £100.

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Vynal Floor Printing

Look down to the ground

Floor graphics are the new playground of large-format marketing. Everyone has to watch where they walk; why not put your logo or product message in their line of sight? Put your product message at the customers feet during the critical moment when they make their purchasing decision. Guide the customers eyes (and feet) with compelling images and visual treats that lead them right to where you want them.

And BIG Images floor graphics are not limited to easy, clean environments like supermarket floors. We provide outdoor floor graphics that stick to concrete and carpet.

Advantages of floor graphics

Inexpensive

Still very novel so people are more likely to notice it

Unlimited flexibility of placement get your advertisement at the customers feet when and where you want it

Focus the customers attention Stimulate sales retail stores have shown 30% increases in sales when there are floor graphics.

Floor graphics offer one of the highest returns based on the price per square foot, making them one of the most inexpensive advertising mediums a small business could invest in.

Virtually every business with a brick-and-mortar storefront has floor space available, its free to utilize!

Disadvantages of floor graphics

We have yet to encounter a disadvantage

Products of interest

Sidewalk Graphics Carpet Graphics

Floor Graphics

How?

Floor graphics are 6 mil Clear PVC floor graphics with laminate. Carpet graphics are a 3.4 mil white flexible PVC carpet advertising film.

Leaflets for POS

Ambient Advertising Bus Stop

Working the Message

Old Misconceptions

VW Billboard Style

There are two aspects of this VW billboard campaign that I have picked up on in relevance to our brief.

Firstly the clean and pure background is an effective way to un-clutter a billboard, making it clear and understandable.

It has also addressed the issue of conceptions of the the old and the new. This is one of the issues P&O face.

The audience they need are the people who have past misconceptions about the rusty ferries of the 1980s.

They potentially need informing of a change in standard and reliability.

These two billboard posters again have the clean and approachable aesthetic. Also the idea is fantastic, it cleverly suggests that the GTI will offer you a pant-wettingly good experience as well as having the initial impact of looking like a fashion billboard aimed at the same target market.

A set of continuity based designs

Banks often use a set of designs to apply to a range of customer needs.

This is possibly then an effective way to promoting a service to a range of specific target audiences.

In relation to our brief this could take the form of a set of designs aimed specifically at.

• Snowboarders
• Skiers
• Climbers
• Cyclists
• Campers
• Travelers

Norfolk Line Resources

I've ordered a selection of different ferry brochures online, which should hopefully be coming this week so I'll get those scanned in asap. But until then, I've come across this ferry guide for Norfolklin



Immediately the focus is on European attractions, which is a road that I don't think it's worth our while going down as that is old hat, people already know what's available to see in Europe. Having said that, much as I vehemently dislike the cheesy 3D character and his ship of fools, it's the kind of imagery I imagine would appeal to children when the average nuclear family is perusing brochures, therefore forcing the hand of the parents paying for said trip. Looks less formal and OAP than some of the other stuff I've seen.

Up next I found the Brittany Ferries media pack. They've gone with an cleaner overall identity here, lots of white space and use of vector based imagery with overlaid gradients.

Brittany Ferries Reference Guide 2009

Earlier today Craig and I ventured into Leeds in search of some print-based research on P&O and it's competitors, which was largely unsuccessful as it turns out the majority of travel agents only stock their own literature - and, it was also obvious that ferry travel isn't a highly visible travel option.

So, we managed to get hold of one P&O brochure, but it was for P&O Cruises, not P&O Ferries. Still, we thought it might prove useful as a source of visual research, but it was largely just stock images of various European cities. It also came with a DVD which showed off it's fleet of seven cruise liners, narrated by someone repeating the word 'passionate' about anything on-screen.

We've ordered some brochures online, but we've no idea how long it might take for those to arrive in the post. I came across this online, the Brittany Ferries Operators' Reference Guide. I've skimmed through it thus far, and found that Brittany Ferries seem to be continuing the tradition of bolstering publications with images of shiny new ferries, families smiling, sunsets, etc. All pulled together in a calming blue and white scheme.

If anything this can serve as a direction to steer clear of for Craig and I.

P&O Website.

The ycn brief includes information that P&O is in need of branching out to the two specific markets of skiers/snowboarders and families for cheap ferry crossings to Europe.

The benefits for these particular audiences is that they can take their car with them, and therefore all their equipment and baggage. P&O have addressed this on their website, however their image is outdated and does not fully consider the way their website is viewed. It does not sell the idea of convenience and affordability with specific reference to baggage. This is what audiences will be looking for. It is the one element that makes ferry travel more suitable tan cheap flights.

This has clarified what Craig and I had thought about the brief. P&O know exactly what they want to achieve, but they have no idea how to do it effectively. Together we need to take on board their aspirations and consider the best possible way to target these two specific markets.