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, 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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