P&O Cruises taps Supermassive for brand relaunch
New independent agency Supermassive has been enlisted to drive the repositioning and relaunch of P&O Cruises, the 90-year-old Australian icon.
This appointment will see the cruise line relaunched with a new brand platform, brand identity and refreshed creative output across all channels.
This is a massive coup for the outfit, launched last month by Simone Gupta, former chief executive officer of Havas PR; Laura Aldington, former CEO of Host/Havas and Host; and Jon Austin, former executive creative director of Host/Havas and Host.
The trio have previously delivered campaigns for Air New Zealand, The Body Shop, Amazon Alexa, booking.com and more.
“The opportunity to help this wonderful, iconic brand realise its full potential by bringing a whole new audience to cruise is a dream brief for us,” the three said in a statement.
“The P&O team’s ambition to pair disciplined brand thinking with effective creative excellence aligns perfectly with ours, and we can’t wait to get started.”
P&O Cruises chief commercial officer Kathryn Robertson added: “P&O, a pioneer in Australian cruising for 90 years, is proud of its uniquely Australian offering. We are thrilled to partner with Supermassive, who have demonstrated a disciplined and fresh approach to brand strategy and non-traditional thinking, that will no doubt further enhance the P&O brand.”
The appointment is immediate, with new work expected sometime later this year.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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It would be really really good if p&o sent some newer ships down under
It would improve cruising 🛳 in Australia
Thanks
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It would be awesome if P & O would introduce single cabins for solo travellers. More people would cruise if they did not have to pay double or a penalty rate because they do not have a travelling partner. Cabins of all types would be great. I would go in a heartbeat. But the doubled price is too expensive for 1 person. There are cruise lines overseas who offer this but not in Australia. Why not?
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