A fresh approach from P&O Cruises as multi million pound campaign lures “empty nesters”

Published on : Monday, December 23, 2013

2013-Cruise-Industry-News-Annual-ReportThe fun comes out on Boxing Day with an inspirational new multiple million pound integrated advertising campaign from P&O Cruises which runs across television, print and online. The television advert, directed by Joanna Bailey, plays against the backdrop of Elaine Stritch’s “Are you having any fun?”

P&O Cruises marketing director Christopher Edgington said:

“We’ve turned up the volume, literally and figuratively, to give a fresh approach to promoting cruise holidays on television. Our new TV advertising campaign breaks new ground for P&O Cruises with an infectious soundtrack and storyline designed to appeal to empty nesters, those people who are looking for some indulgent me time now the children have left home.

“Our extensive research shows that this life stage has the greatest potential for us, as Britain’s favourite cruise company, and we are targeting them with an upbeat message about the appeal of cruising which they may not have considered before.

“For years they have been compromised in their holiday behaviour by the differing needs of a growing family. The campaign is design to have emotional appeal and then a rational trigger as the audience identifies with the characters. Now is a new chapter in their lives and it is time for them.”

The campaign, which will run from December 26 to the end of March across ITV and Channel 4, has been created by Rainey Kelly Campbell Roalfe, a division of Young & Rubicam. The company has created some of the most iconic campaigns on television. Joanna Bailey was the director behind the recent Lego campaign.

From December 23, P&O Cruises will also launch its most powerful promotion during the traditional peak booking period. Valid for bookings made before February 28, 2014, customers receive additional free on board spending money on all cruises departing in 2014 and single travellers receive double free on board spending money.

Source:- P&O Cruises


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