Brief
For P&O Cruises, future growth depended on bringing newcomers to cruising. But, as so many had already written off this kind of holiday, it wouldn’t be easy. We needed to get a new audience to engage with the brand, when they didn’t even want to engage with the category.
Solution
Research with ‘Middle England’ showed that life’s pretty good, it’s just a bit “85%.” We found our answer; instead of just taking people on holiday, P&O Cruises could take them to their 100%. To a place where everything comes together and a voice inside their head says "This Is The Life".
We cast Rob Brydon in the role of a cruise newcomer and allowed his everyman charm to disarm the British public. Now in it's 5th year, the campaign continues to grow from strength to strength. The campaign is fully integrated and the example below was a digital extension to the iconic TVC.
We created dynamic film content where the viewer could choose which couple they wanted to follow and experience the different range of holiday available from P&O Cruises activities from their point of view .

The concept and film vignettes were written and directed by myself.
The wider campaign was created at Founded under executive creative director Ross Garden.
Results
Five weeks in, daily bookings were up 100% year-on-year.
Online bookings were up 38% year-on-year.
The ad generated over a million YouTube hits in only five weeks.

Six months into the campaign, quarterly bookings were up 35% year on year, in a cruise market that was down 5%, translating
into a revenue increase of 40%.
When YouGov published its mid year brand index for 2015, P&O Cruises was the ‘top buzz improver’ in the travel category
and It was also the 3rd most recalled campaign in the UK after only four weeks on air.

Awards
Masters of Marketing award at the Festival of Marketing in the travel, leisure and transport category
MAA Award for effectiveness

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