P&O wants to know why people don’t go on cruise holidays

P&O Cruises has launched a campaign that aims to find Australians who have never been on a cruise before – people it calls ‘landlubbers’ – and ask them why.

The campaign asks people to upload videos to a P&O website to explain why they haven’t been on a cruise before, giving them the opportunity to win a cruise around the pacific islands.

The campaign launches with print, online, social media, and a call for entries video shot in Coober Pedy South Australia, an opal-mining town 500 km from the ocean.

The agency behind the campaign was BMF.

The campaign aims to tackle negative perceptions of cruise holidays. “We needed to try something different in order to change people’s perceptions about cruise holidays”, said Jun Harada, CD at BMF. “So hopefully our landlubbers enjoy themselves – weʼre pretty confident they will.”


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