UK Volume 20 P&O Ferries Superbrands UK Annual Vol.20 also currently holds Best Ferry Booking Website and Best Ferry Mini Cruise Operator, both of which the brand has won year-on-year since the awards introduced these categories. In 2019, P&O Ferries was also delighted to again secure the public vote for Favourite Ferry Company and was also awarded Best Ferry Company, at the 2019 Globe Travel Awards. Recent Developments Over the past five years, P&O Ferries has promoted the benefit of adventurously-minded flexible travel via a colourful visual identity that has injected vibrancy and modernity across all touchpoints. At the end of 2018, the brand design evolved to increase visual differentiation and ownability further, taking inspiration from the brand’s heritage and the single biggest, most recognisable P&O Ferries brand asset: its four-coloured quadrant flag. This provides an infinitely flexible branded design system and set of components to embed across the multitude of creative media and physical brand environments, including partnership activity, such as Visit Britain. Promotion To achieve the brand focus of attracting new audiences, P&O Ferries has tapped into the insight that in a world where borders are closing in and competitive modes of transport such as planes, Eurotunnel and Eurostar leave passengers feeling confined, there is a yearning for travel experiences which give freedom and the feeling of being a ‘traveller’, not just a holidaymaker. The brand uses this insight to showcase the authentic spirit of freedom P&O Ferries enables onboard and through taking a car on holiday, with the story of a couple enjoying moments of surprise and inspiration in its ads and through the endline ‘Get that ferry feeling’. Brand Values Travelling on P&O Ferries gives the freedom of an independent, car-based holiday, enabling customers to broaden their horizons in the true spirit of travel. The result? P&O Ferries is bold, uplifting, optimistic and charming in tone, and its brand values are Inspirational, Insightful, Trustworthy, Reliable and Simple. P&O Ferries is a leading pan-European operator with in excess of 20 ships . )very year witL 2ą 5þþ sailings it Garries Qore tLan 1þ Qillion passengers and 2 2 Qillion JreigLt units ;itL 4 3 *erries people get unconstrained, Âexible, more adventurous holidays . 8Le Frand also Las a sister logistiGs GoQpany 4 3 *erryQasters Market P&O Ferries operates eight main routes between Britain, France, Northern Ireland, Republic of Ireland, the Netherlands and Belgium. Its core audience are car passengers, though it also services freight, coach and foot passengers. The ferry market is complex, with varying passenger and competitor profiles. Across the English Channel, P&O Ferries runs up to 46 sailings a day between Dover and Calais. On the Irish Sea, P&O Ferries operates the fastest and shortest crossing, running between Cairnryan and Larne. Here it helps those travelling to see friends and family, students, or business people. On the North Sea, it operates a daily overnight sailing from Hull to either Zeebrugge or Rotterdam as well as minicruises. Outbound, it takes many British passengers to Europe for their holidays. Inbound, it brings many EU passengers to Britain for holidays, especially from France, Germany and the Netherlands. Across all its routes, P&O Ferries competes with other ferry companies, train operators and airlines. However, it has the highest brand awareness scores in the UK ferry market. The English Channel is its busiest route and on it P&O Ferries has a 60% share of all ferry passengers. Product P&O has been around for over 180 years, but the ferry side of the business began in the 1960s, when it pioneered this mode of travel. In 2006, P&O Ferries was acquired by Dubai based DP World. With new leadership the innovative spirit has continued, driven by the brand’s customer-centric ethos – striving to bring freedom, flexibility and choice to each passenger. P&O Ferries offers a full range of tickets, including a Standard Flexi, which allows customers to sail on any crossing up to four hours earlier or later than originally booked, at no extra cost. A new two day ticket on the Dover to Calais route was launched in 2018 to offer more choice for customers. Across the P&O Ferries routes, customers can enjoy a range of services from complimentary champagne in the Club Lounge to delicious meals in The Brasserie Restaurant, Starbucks coffee on the sundeck or cocktails in the live jazz Sunset Bar. P&O Ferries has an award-winning website that helps customers book tickets, add accommodation and research destinations. Achievements Along with being nominated as a Consumer Superbrand for the last six years, P&O Ferries is very proud to have held Best Ferry Operator for the last 11 years running, from the respected and prestigious British Travel Awards. P&O Ferries Brand History 1837 The ‘Peninsular Steam Navigation Company’ is founded on a mail contract to Spain and Portugal. 1840 s ‘Peninsular & Oriental’ (P&O) is incorporated by Royal Charter and begins a regular mail service to India. 1850 s P&O launches the largest steamship in the world, the Himalaya. 1887 P&O celebrates the Jubilee by launching its largest and grandest steamers at 6,000 tons each. 1904 P&O offers its first pleasure cruise. 1924 P&O becomes the largest shipping company in the world. 1964 P&O Ferrymasters is born, entering the ferry business via the P&O subsidiaries GSNCo. 1971 P&O short sea shipping division is established and by 1975 it has been restyled as P&O Ferries, using the P&O House Flag on the funnels. 1987 P&O celebrates its 150th anniversary with HM The Queen as guest of honour. 2000 P&O Cruises becomes an independent company. 2012 P&O Ferries launches its latest ship, Spirit of France, sister to the Spirit of Britain, creating the biggest and most luxurious service on the Channel. 2014 The new brand identity launches. 2017 P&O Ferries has the highest number of cross-channel passengers in August for 12 years. 2018 P&O Ferries announces plans to increase capacity on the Zeebrugge-Teesport route by almost 25% in order to create a gateway to Scotland via the north-eastern port. 8Le perJeGt Âag indiGates history, meaning and symbolism . -n tLis respeGt tLe 4 3 Âag is one oJ the most perfect I kno[ D-D=39 /23;# Boyd Cable, 1937 © P&O Heritage Collection