P&O Cruises marks peak holiday booking season

As holiday booking season commences, P&O Cruises has launched a fresh brand platform with a series of 40-second films at its centre.

The TV ads form the focus point of the Holiday Like Never Before campaign, which feature a wide range of guests enjoying their trip onboard P&O Cruises’ latest ship Arvia. They will appear in cinemas throughout this month as well as being supported by OOH placements across the UK.

Filmed in bullet time – a time-slice camera technology that captures guests caught in a specific moment in time – the film showcases guests moving from shore to ship in a single shot.

It concludes with the line “If a normal holiday is a movie, a P&O Cruises holiday is a boxset”.


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Created in partnership with Pablo London, the new brand positioning recognises that Brits are often creatures of habit and so challenges consumers to expect more from their holiday by presenting cruises as an alternative option.

Pablo ECD Tim Snape said the challenge of changing consumer perceptions of cruising was the ideal place to start.

“The more we looked, the more we found that people who cruise for the first time, have these moments of realisation. Points in time where they realise the cruise difference, things that are completely different from any holiday they’ve ever had.

“We’ve applied our promise of ‘like never before’ to every aspect of our creative too from filming technique to music, so I hope the end result will stand out in the category and help change some minds.”

“We wanted our latest campaign to reach beyond the cruise category and really stand out from the travel pack, both in content and execution,” said marketing and sales VP Robert Scott.

“The unique experiences you can only have on a P&O Cruises holiday are central to the Holiday Like Never Before campaign and we’re so excited to share these with an audience who may never have thought about travelling on a ship before.”

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