P&O launches first post-pandemic campaign via Bashful
P&O Cruises has launched its first major campaign since the start of the COVID-19 pandemic developed by its long-serving creative agency Bashful.
The new campaign leverages the proposition ‘get your crew onboard’, highlighting the ease and fun of a group cruise holiday with a heist film-style montage getting together a ‘crew’ that features NLR stars Josh Addo-Carr, Clint Gutherson, Brian To’o, Damien Cook, Jessica Sergis, James Tedesco and Daly Cherry-Evans. The ad is also narrated by “The Voice Of Rugby League”, Ray Warren.
The 30 second spot sees Josh Addo-Carr pick up the phone in an art deco styled office room, ringing round to his fellow NRL stars to get them onboard for a group P&O holiday. Set to upbeat music reminiscent of a spy film, the montage depicts each character in the middle of an activity – getting their hair styled, getting married, petting rabbits, walking along a hallway and playing tennis. The humorous spot finishes on a shot of the crew, walking in a line as they roll their suitcases through Sydney’s Overseas Passenger Terminal.
The campaign aired on Sunday and will be rolled out across TV, video on demand, as well as on the big screen at games during the NRL season.
P&O cruises marketing director Narelle Riley said: “A P&O Cruise is the perfect group holiday for friends, family, or special occasions. For one low ticket price, you can start your holiday the moment you step onboard, indulge in a range of food, drinks, and activities in spaces designed for groups, and enjoy breathtaking views every day. This felt like the perfect opportunity to leverage our long-standing partnership with the NRL and get the ultimate crew of Aussie players onboard with P&O Cruises.”
Daniel Barrett, Bashful creative director said: “If you’ve planned a group getaway, you know it isn’t easy. With P&O, the hardest part is wrangling your mates. Our heist concept was a nice way to bring this to life. We had a lot of fun collaborating on this project with P&O, the NRL, Ariel, and the Airbag team.”
Bashful strategy director and partner Guy Marshall added: “P&O has always had a great proposition for groups but they’ve never put this offering front and center with an above the line campaign. We wanted to put Group Holidays in the spotlight with some entertaining creative that aligned with an existing and authentic partnership. We think the work is going to put a group holiday with P&O on the consideration set for a lot more Australians.”
CHEP Network handled media for the campaign, working on the communications framework and rollout across media planning, buying and implementation.
Credits
P&O
VP Sales & Marketing: Ryan Taibel
Marketing Director: Narelle Riley
Marketing Manager, Brand & Content: Nicola Wyllie
Marketing Manager, Retail: Hannah Baynes
Marketing Specialist: Georgia Jameson
Sales Specialist: Nola Melamet
Channel Account Manager: Chris Rich
Bashful
Creative Partner: Emil Vrisakis
Creative Director: Daniel Barrett
Head Of Design: Simon Macias
Senior Art Director: Liane Dowling
Strategy Partner: Guy Marshall
Planner: Nick Hartland
Client Services Director: Jade Ramsey-Elliot
Senior Account Director: Nicole de Pear
CEO: Simon Bookallil
Media: CHEP Network
Account Lead: Katrina Papica
Communications Planner: Sarah Kramer (goes by Kramer)
Investment Lead: Elizabeth Lonsdale
Investment Manager: Brad Szmerling
Digital Lead: Samhita Dasari
Digital Executive: Zoe Moorhead
Ad-Ops: Max Ryan
Production
Production Company: Airbag
Director: Ariel Martin
Executive Producer: Alex Tizzard
Line Producer: Scarlett Howard
Editor: Charles Ivory
Colourist: Yanni Kronenberg
Online: White Chocolate
Sound: Sonar
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