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 P&O have addressed this on their website, however their image is outdated and does not fully consider the way their website is viewed.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.
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