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P&O Ferries Is More Than 170 Years Old and Offers a Choice of Four Routes Sailing from the UK to the Continent. Its Service

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P&O Ferries Is More Than 170 Years Old and Offers a Choice of Four Routes Sailing from the UK to the Continent. Its Service 34069_CSB_072-073_P&O 14/6/07 11:26 am Page 72 P&O Ferries is more than 170 years old and offers a choice of four routes sailing from the UK to the Continent. Its service offering is based on the company ethos of an affordable and hassle free travel experience that is simple, flexible and focused. With no hidden or excess baggage charges, the fleet of cruise style ships offers a viable alternative to European airline and train travel. Market The cross channel market has become increasingly competitive in recent years with customers focused on both price as well as service levels – a trend which looks set to continue. Low cost airlines which offer cut priced fares on flights to the Continent have grown in popularity. In addition, the chunnel and Eurostar services offer another alternative. This is an increasingly important factor with the launch of Eurostar services from Kings Cross St Pancras in late 2007. As a result of this level of choice, customers have become less loyal, shopping around for the best deal. Achievements The Peninsular Steam Navigation Company started regular paddle steamer mail services between England, Spain and Portugal in 1837. After this route expansion saw the company become The Peninsular and Oriental Steam Navigation Company – P&O. Now, more than 170 years after its services began, P&O Ferries is still sailing strong and receiving recognition for its high standards of service. Named Cruise/Ferry Travel Retailer of the Year at the 2007 Raven Fox Global Travel Retail Awards, the company was voted Best Ferry Operator as well as Favourite Ferry customer service and staff training, winning of services and facilities as well as a Company at the British Travel Awards 2006. at the National Training Awards UK 2006 and comprehensive and frequent route network. Furthermore, it won the Travel Weekly Globe named as Leisure & Tourism Customer Award in 2005 and was chosen as Best Ferry Service Team of the Year at the National Product Operator by Group Leisure in 2005. Customer Services Awards 2005. Connecting the UK to European gateways in Alongside such awards the company has P&O Ferries has one of the largest fleets France, Spain, Belgium and Holland, P&O also been recognised for excellence in of ships in the UK, offering a wide range Ferries operates four routes: Dover–Calais; 1837 1840 1914 1987 1998 2000 The Peninsular Steam The company is granted P&O and British The company acquires The company joins P&O demerges its Navigation Company The Royal Charter of India shipping lines the European Ferries forces with Stena Line cruise business; the starts regular paddle Incorporation by Queen merge, creating a Group which includes of Sweden at Dover, to P&O Cruises brand steamer mail services Victoria and by the combined fleet of the Townsend Thoresen form P&O Stena Line. continues but is no between England, middle of the decade 201 ships. brand and the Townsend P&O later buys out longer part of the Spain and Portugal. is pioneering deep Car Ferries operation Stena’s interest in the P&O Group’s portfolio. sea cruising. based at Dover. joint venture. 072 34069_CSB_072-073_P&O 12/6/2007 16:09 Page 73 Portsmouth–Bilbao; Hull–Zeebrugge; and the latest Perfume House or the most Brand Values Hull–Rotterdam. fashionable sunglasses brand, to vintage From clear pricing and value for money, Targeting a wide range of prospective champagnes and wines. frequent services and easy loading, to customers, from regular ferry travellers and On overnight ferries – which see onboard entertainment or peace and quiet, families to the ferry novice, the product passengers arrive at their destination at the P&O Ferries brand is governed by the portfolio includes daytrips, short breaks, a civilised time – cabins are equipped with desire to create an affordable and hassle longer stays and minicruises. Money-saving an en suite shower room and toilet, towels free experience. season tickets are available for frequent and bed linen. Simple, flexible and focused, the brand travellers, who benefit from fixed price believes its customers deserve to sit back tickets and increased flexibility, able to Recent Developments and relax, to enjoy the sea views and to get amend bookings right up to the day before P&O Ferries has recently undergone a major in to the holiday spirit. their departure. review of products, services and marketing, On board, passengers are presented with a before effectively relaunching the brand. www.poferries.com spacious environment and the flexibility to do The aim was to introduce dynamic airline- as much, or as little, as they want. A choice style pricing together with a simplified of restaurants and bars ensures that a wide product offer. Things you didn’t know about range of tastes are catered for, while onboard In addition, in 2007 P&O Ferries has P&O Ferries shopping areas provide hundreds of products announced plans for two new ships to at competitive prices offering passengers replace the Pride of Dover and Pride of Calais In February 2000, P&O Ferries carried everything they might need or want – from – first introduced to service in 1987. the first pet to travel under the UK Government’s Pet Passport Scheme; Promotion Frodo Baggins, a five year-old Pug dog The P&O flag, a central part of the brand’s travelled on the Dover–Calais route. The logo, provides an easily identifiable and company now carries more than 10,000 powerful icon for the brand. To increase pets each year. awareness of P&O Ferries, a variety of above-the-line promotion, including radio, Scientists from the Biscay Dolphin national and regional press, specialist Research Programme have travelled magazines and outdoor advertising is used, with P&O Ferries for more than a decade, as well as TV sponsorship of Meridian recording sightings of whales and weather and Hull FC. Below-the-line activities dolphins. Nearly 40,000 individual include direct mail, email, online advertising animals, from 21 different species, have and dynamic content. been logged. In 2005 a multi-million pound award- winning advertising campaign, P&Ople, was The annual service and MOT test for launched. Aiming to change the way people a family car can be over in a couple of view ferry travel and competing head-on with hours, but the maritime equivalent for low cost airlines, P&Ople stressed the a ship in the P&O Ferries fleet takes importance of the company’s most valuable two weeks. assets – its employees and its customers. P&O Ferries also seized an opportunity It’s commonly misquoted that a ship’s to target a younger male audience, using a captain is qualified to perform marriage viral campaign – entitled ‘fan van’ – to ceremonies at sea, but P&O Ferries promote ferry travel to the 2006 Germany regularly hosts wedding receptions World Cup. on board. P&O Ferries is one of the world’s top 2001 2003 2006 10 offshore retailers; the company sells P&O North Sea Ferries Separate ferry Services to Dubai-based DP World a bottle of wine every nine seconds. launches the two largest divisions operating Ireland remain acquires P&O Group. P&O’s cruise ferries sailing from on the North Sea, under sister international port operations Created in 1837 for The Peninsular Steam the UK – the Pride of Hull Western Channel company P&O rebrand to reflect the new Navigation Company, P&O’s house flag and Pride of Rotterdam – and Dover Strait Irish Sea. ownership but the P&O at a cost of almost £100 combine, now trading name is retained in the incorporates the Royal colours of Spain million each. as P&O Ferries. Ferries division. and Portugal. 073.
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