P&O turns its liners into islands in first campaign from Bashful

December 20, 2016 8:20

Cruise line P&O has launched a new brand campaign replacing its ships with an island packed with passengers to highlight the way the cruise experience has changed.

P&O has replaced ships with an island in its new campaign

The campaign by Bashful opens with a girl boarding a ship excitedly, only for a helicopter shot to reveal a massive island docked at the Overseas Passenger Terminal in Sydney Cove.

Deckhands standing on the island’s beach throw off the mooring lines and the island is seen steaming down Sydney Harbour before the film cuts to show all the different onboard activities which can be found on a P&O cruise.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics

Advertising Bashful Campaign Cruise Lines Like No Place On Earth Marketing P&O

3 COMMENTS

Indigo Land 20 Dec 16

Pretty sure that this strategy highlights all of the reasons why you would chose an island/beach holiday over a cruise.

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Yep 21 Dec 16

P&O: we’re not an island holiday so let’s say we’re as good as one – why? Because in our ads, we make our ship look like one? Insanely transparently dumb.

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Peter Liesker 20 Dec 16

A bogun ad for a bogun cruiseline. It all fits.

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