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 FerriesIndustry
Travel and TourismCampaign Types
DCO, Performance campaignAudio Format
PodcastsAudience Profile
Outdoor lovers, tourers 65+, Gen Z travelers, families with kidObjective
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 travelers under 25.
Creative was adapted to match regional interests and listening behaviors.
Results
Listen Through Rate
96%
Brand recall performance
top 15%
High engagement rate and strong brand recall
Boost in awareness of P&O Ferries' routes and services
Listen To The Ad
P&O Ferries
DCO
Performance
00:00
00:30
