Podcast Advertising Case Study: Travel & Tourism

How P&O Ferries Used Podcasts to Engage Diverse Travel Audiences

A multi-market podcast campaign targeting travel-hungry listeners with tailored ads highlighting P&O's ferry routes, experiences, and services.

Audio Campaign Summary

Client: P&O Ferries
Industry: Travel & Tourism
Campaign objective: Awareness
Format: Dynamic Creative
Audio format: Podcasts
Audience profile: Outdoor lovers, tourers 65+, Gen Z travellers, families with kids

Objective

Promote the variety of P&O Ferries' routes and services across a broad travel audience by running geo-targeted, interest-led podcast ads across multiple listener profiles.

Campaign Execution

The campaign used targeted messaging to reflect the breadth of P&O Ferries' offering, with dynamic audio tailored to different geographies and listener segments.

Ads focused on travel freedom, scenic journeys, and destination highlights.
Targeting included Outdoor Enthusiasts, Tourers over 65, Families with children, and Gen Z travellers under 25.
Creative was adapted to match regional interests and listening behaviours.