P&O Cruises embarks on ‘contemporary’ marketing push
Cruise line P&O Cruises will roll out a trade and consumer campaign over the next five months as it looks to refresh its marketing to capture the “spirit of a holiday”.
Using the tagline ‘P&O Cruises, Like no place on Earth’, the company said it will draw on emotive and atmospheric imagery to create a “contemporary repositioning”, with creative produced by Bashful.
The first tranche of advertising will focus on the trade, social media and online, with a consumer campaign to kick off later in the year.
P&O Cruises senior vice president Tammy Marshall said research had identified a need to promote the diversity of experiences available on a cruise ship.
“We think the new direction achieves that,” she said. “It’s sophisticated, a little sassy and conjures feelings of escape, freedom and space with an element of luxury.”
Details of the consumer campaign have not been disclosed.
Marshall said the marketing is designed to appeal to regular cruisers in addition to luring those who have never set foot on an ocean liner.
P&O Cruises is also participating in one of the largest campaigns undertaken by the wider cruise industry.
Steve Jones
This is terrible. Category standard fare, with a line that tells me nothing.
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Basic, and completely void of any real messaging. Does not deliver any feeling of “diversity of experiences”
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As usual, Australian contemporary is the rest of the world’s five years ago.
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