P&O Cruises launches new 'Like No Place on Earth' consumer campaign via Bashful

P&O Cruises Like No Place on Earth  2.jpgWith two more ships on the horizon, Australian cruise line has today revealed a new message for travellers: P&O Cruises, Like No Place on Earth in a new campaign via Bashful.
Emphasising the freedom of a P&O Cruises' holiday on the open seas, the brand repositioning draws on emotive, atmospheric imagery to capture the spirit of a holiday where guests can experience a new adventure every day.
The heavenly, otherworldly theme is evident in the names chosen for the cruise line's two latest ships - Pacific Eden and Pacific Aria - announced earlier this month.
The repositioning will be rolled out over the next five months, starting with trade activity, social media and the cruise line's website, with a consumer campaign to be launched later this year.

P&O Cruises Like No Place on Earth  3.jpgAnnouncing the new look and feel for the brand, P&O Cruises senior vice president Tammy Marshall said it captured the unique qualities of a P&O Cruises' holiday, where guests are whisked away to another world from the moment they board their ship.
Says Marshall: "We were inspired by the freedom of the open seas and wanted to convey the ease of a cruise holiday - start dinner with dessert, sleep in until midday and discover beautiful new worlds every day while only unpacking once.

"The wealth of choice on a P&O Cruises' holiday means you can experience modern cuisine, exciting entertainment and unparalleled destinations - it really is like no place on earth."
P&O Cruises Like No Place on Earth  4.jpgMarshall said the cruise line's research had shown that consumers were keen to know that they would have plenty of choice on their holiday, although they didn't need to know the finer detail.
Says Marshall: "We think this new direction achieves that - it's sophisticated, a little sassy and conjures feelings of escape, freedom and space with an element of luxury."
The brand repositioning comes as P&O Cruises enters a significant period of growth in Australia and New Zealand with the cruise line's two latest ships joining its existing three superliners in November next year, taking the fleet to a record five vessels.
Continues Marshall: "The latest cruise industry statistics show that both Australians and New Zealanders are leading the world in terms of cruise passenger growth, but there are still many people who haven't cruised.

"With this fresh, contemporary repositioning, we're looking to remind our existing loyal customers how wonderful a holiday at sea is, whilst also attracting new cruise guests."

P&O Cruises has also launched a video of the latest ships' names being revealed in the sands of Bondi Beach.

Agency: Bashful
Photographer: Chris Searl - Title Artist Management


TheTruth said:

Looks just like everything else in the category.

TheTruth said:

Why would you PR this dross?

Like every ad on Earth said:

people i think we've just witnessed the worlds worst case study video.

Oh come on! said:

This is not the worst thing to appear on the blog this year. Not the best, sure, but certainly not the worst.

Fly said:

Like no place on earth except for the other oceans not in this ad.

Macca said:

fresh and contemporary in the 1950's yeah. Utter guff!!

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