P&O Cruises is launching a new marketing campaign designed to celebrate the wonder of discovery. The campaign kicks off with new TV advertising, breaking on Monday December 27.
The TV film, which introduces the new brandline' P&O Cruises - discover a different world', brings to life the wonder of discovery from the point of view of P&O Cruises passengers.
The campaign will be supported by online display, national press supplements and inserts and represents a Ł1.8 million ($2.8 million) investment.
P&O Cruises, head of brand marketing, Philip Price, said: "We can trace our roots back to 1837, now, our passengers are the latest in a long line of explorers who have discovered a different world with P&O Cruises, and so we felt it fitting to create our new brand campaign with them in mind.
"As holidays at sea become increasingly popular it is timely that we return to brand advertising on TV for the first time in two years, to reinforce our position as Britain's number one and show what makes a holiday with P&O Cruises so different from other cruise lines."
The 40 second film celebrates the authentic British cruise experience with evocative scenes depicting classic cruise moments, such as a champagne sailaway party with officers and dining under the stars. Distinctive features from on board are showcased, including fine dining with Marco Pierre White and the SeaScreen outdoor cinema. A collection of famous explorer quotes including those from Sir Walter Raleigh, Captain Cook and Christopher Columbus, forms the voiceover which runs over a soundtrack of Zadok The Priest.
The TV campaign will be on air from December 27 for four weeks and is supported by five million national newspaper inserts, online advertising featuring the P&O Cruises Sale plus brand advertising with the 'discover a different world' brandline. Regional advertorials will also run to support fly cruising to the Caribbean from regional airports.
P&O Cruises is supporting the travel trade with this activity, partnering with Thomas Cook for a Direct Response TV campaign and a 16 page supplement with the Mail on Sunday.