Travel firm P&O Cruises is looking to transport London commuters to the scenery of the Norwegian Fjords with a new campaign activation running in Westminster.

Set to be in place through to 27 April, the installation was developed in partnership with Wavemaker UK and creative agency Pablo and can be seen at Westminster Bridge, one of the city’s busiest locations.

The work will form part of the brand’s ongoing ‘Holiday Like Never Before’ series, crafted by Pablo, which aims to inspire holidaymakers to expect more from their time away.

Media planning and buying was handled by Wavemaker, with the campaign set to be amplified with a live activation, including a dedicated viewing point, replicating the view from a P&O Cruises ship, with influencers set to interact with the public.

P&O Cruises VP of sales, marketing and brand, Robert Scott explained: “People are always looking for something new, and that starts with experience. By bringing the magic of the Norwegian fjords to the heart of London, we’re giving people a taste of just one of the awe-inspiring destinations they can explore with P&O Cruises.”

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“The support and expertise we’ve received by working with Wavemaker UK and Pablo has enabled us to bring this feeling to life – disrupting the day-to-day lives of passers-by and encouraging them to reconsider what a cruise holiday can offer,” he added.

Tim Snape, Pablo London ECD, said: “This idea is intended to give people a ‘like never before’ poster experience, immersing passers-by in as much of the fjords as possible, reflecting the reality of cruising in the fjords where you are smack bang in the middle of a non-stop 360-degree display of the best possible view of the incredible landscape.”