P&O Cruises are ‘Like no place on Earth’, according to new campaign

Floating islands of waterslides, cocktails and ice cream rise from the water to demonstrate the world of attractions available on P&O Cruises in its latest campaign.

The campaign positions P&O Cruises as a unique destination in and of itself, with the tagline ‘Like no place on Earth’. 

The TVC is paired with an online video series and social media campaign.

The campaign was created by Bashful, which has worked on P&O’s creative account for the past five years.

Bashful creative director, Tim Chenery, said the campaign aims to capture the feeling of being on a cruise.

“There really is a magic in the air when you cruise with P&O, everywhere you look people are having the time of their lives, but we didn’t want to just point the camera at the product. We wanted to find a way to tell the story that was visually distinctive and beautiful that captured the feeling of the experience without looking like all the other cruise advertising. We think this work is a worthy iteration of the Like No Place On Earth brand positioning,” Chenery said.

P&O cruises marketing director, Narelle Riley, said: “We spend a long time listening to what our guests want from a cruise and know that the families and couples who cruise with us enjoy the breadth of activities onboard. There really is something for everyone. We love this new brand work as it captures the magic and wonder implicit in a P&O experience that makes it Like No Place On Earth.”

This year, Bashful and P&O Cruises won the Mumbrella Travel Marketing Award for Ad Campaign of the Year.

Entries for the Mumbrella Travel Marketing Awards are now open. View the categories, guidelines and enter the awards here.


VP Sales & Marketing: Ryan Taibel
Marketing Director: Narelle Riley
Marketing Manager, Brand & Content: Nicola Wyllie
Digital Marketing Manager: Lara Allan
Marketing Coordinator: Kate Compton
Senior Public Relations Manager: Lyndsey Gordon

Creative Director: Tim Chenery
Senior Copywriter: Daniel Barrett
Senior Designer: Simon Macias
Strategy Director & Partner: Guy Marshall
Junior Planner: Nick Hartland
Client Services Director: Jade Ramsey-Elliot
Senior Account Director: Felicity Andrews
Senior Account Director: Nicole de Pear
Account Manager: Emily Rucker
Producer: Roslyn Payne

Production company: Rabbit Content
Director: Lachlan Dickie
Prod House Producer: Marcus Butler
Post House/VFX: Blockhead
Sound: Song Zu


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