P&O Travel

A travel agent network whose brief was to promote their personal knowledge of resorts abroad. They knew the hotels, the beaches, the places of interest, and the entertainment intimately.

We used the Sun as the main theme [usually the No 1 reason why people travel abroad] and as an incentive for the public to visit the travel agent, we promoted binocular and camera offers. Of course we couldn't resist creating one ad that played on the existence of the notorious Page 3 in the Sun newspaper.

The campaign worked with a sales increase of 20% over same period the previous year. The campaign was instigated to combat direct sale operations. Today this 'knowledge positioning' would be a great strategy for ABTA to adopt to support their travel agents against dot.com companies.

Press