P&O Ferries had a record low level brand score in a shrinking category. This case describes a strategy to get UK travellers to re-appraise the P&O brand and its category by repositioning it as a challenger to the wider travel market. Creative focused on the advantages of ferry travel compared to air or rail transport and the campaign pointed out competitors’ shortcomings with geographically targeted, contextual placements around key travel hubs to remind people “There is Another Way”. The result was an estimated £2.3m of incremental profit and P&O became YouGov’s most improved brand of 2023.