P&O ferries wanted to attract a new, younger, adventurous audience and compete with the low cost, bums-on-seats airlines.
The problem is, when most people think ferry, they imagine an uncomfortable journey aboard an oily, old ship.
So to change people's perceptions we set out on an adventure.
Unlike an airline, you can take you car on a ferry.
So you have choice.
You can go where you want, whenever you want.
You can go á la carte.
Fly by the seat-of-your-pants.