Holidays should be relaxing, so why do we put up with the stress of flying? That was the question P&O wanted to put to potential customers – as well as asking them consider travelling by ferry instead.

A mix of online communications encouraged people to take the P&O stress test to see how they coped when faced with the prospect of flying. After completing the stress test, prospective customers were given their diagnosis and a prescription which directed them to P&O’s website for a more relaxing alternative.