P&O Cruises has launched its first-ever programmatic, immersive 3D digital out of home (DOOH) advertising campaign. 

Commuters on the Waterloo Station escalators will be transported into an underwater world, with fish seemingly swimming out of the screen in a “holiday like never before” experience. The watery campaign, running until early March, is the result of a collaboration between Wavemaker UK, GroupM and DOOH.com.

The campaign uses geo-location targeting to extend audience reach through smart media activations, real-time API feeds displaying the current locations of P&O Cruises ships, and weather updates from exotic destinations and mobile-ad ID collection, allowing retargeting of viewers with immersive 3D audio and display ads.

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The DOOH campaign is part of a broader marketing strategy that includes a new TV advert premiering on Christmas Day, activations across TV, BVOD, print, digital and social media channels and P&O Cruises’ first-ever TikTok ads

“The technology will allow us to share our beautiful imagery with potential holidaymakers across multiple touchpoints, with the aim of showcasing why now is the right time to book a P&O Cruises holiday,” said Rob Scott, VP sales, marketing and brand at P&O Cruises. 

Jennifer Manning, managing partner at Wavemaker UK added, “The ‘Holiday Like Never Before’ campaign provides the perfect platform and inspiration to create a series of super innovative DOOH media activations. Working in close collaboration with the GroupM team we’ve implemented an innovative, digital-first media strategy to ensure the P&O Cruises DOOH ad campaign is an unmissable experience.

“It is certain to capture the attention of cruise lovers and potential holiday goers in key geo-locations when they are in a prime purchasing mindset and as the biggest booking window of the year is fast approaching. We look forward to seeing the results it achieves”.