The latest campaign from P&O Ferries is designed to inform Britons that - thanks to P&O - we can all afford a holiday this summer.
Entitled 'You deserve a holiday', it has been developed by independent advertising agency, Designate.
The work features British people who have been impacted by the downturn and shows how, from just £30, they could be sailing away to the Continent this year.
The three-week June campaign has been planned by MPG and online media agency, Media Contacts, using TV, radio, press, outdoor and rich media.
Direct mail will be sent to previous customers and prospects and will be complemented by a viral email campaign to encourage people to nominate others who they feel deserve a holiday.
Head of Marketing at P&O Ferries, Sarah Staughton, said, "Our campaign aims to bring a little bit of hope to people in the current tough times, and takes a light hearted approach to showing that, however hard things get, they can still afford to get away with P&O Ferries."