P&O Cruises has teamed up with BMF to deliver a fresh campaign built around the idea that ‘Earthlings’ can be bestowed freedom by becoming ‘Cruiselings’.
P&O Cruises has teamed up with BMF to deliver a fresh campaign built around the idea that ‘Earthlings’ can be bestowed freedom by becoming ‘Cruiselings’.
P&O repositions itself under the ‘Like No Place On Earth’ tag line with a multichannel TV, online, billboard and print roll out across Australia and New Zealand this week.
At the heart of the campaign is a focus on the type of people the firm presents as ‘Cruiselings’ in a bid no doubt to shake off preconceived notions about cruises. Hence, the audience is presented with a foodie (no more canteen-style bad food); an adventure junkie (it’s not all about lying by the pool, you know) and the Now Girl – a party type who isn’t going to be entertained by dancing with a senior on the ballroom floor.
The company is also running a competition for places on the inaugural cruise of one of its newest ships, Pacific Aria.
