The work, created by Bashful, shares a "visually distinctive" story about the experience people have on the cruise.
P&O Cruises has brought to life its brand positioning Like No Place On Earth with a new campaign of dream like islands which reflect the variety of activities guests can enjoy onboard.
The brand TVC is underpinned by an online video series and social campaign.
The campaign will be followed by with a strong retail offer as the category moves into the Wave sale period.
“We spend a long time listening to what our guests want from a cruise and know that the families and couples who cruise with us enjoy the breadth of activities onboard," P&O Cruises marketing director Narelle Riley says.
"There really is something for everyone. We love this new brand work as it captures the magic and wonder implicit in a P&O experience that makes it Like No Place On Earth.”
Bashful Creative Director Tim Chenery says when creating the campaign, the agency wanted to show the magic people experience when on a P&O cruise.
“We wanted to find a way to tell the story that was visually distinctive and beautiful that captured the feeling of the experience without looking like all the other cruise advertising," Chenery says.
"We think this work is a worthy iteration of the Like No Place On Earth brand positioning.”
Bashful have been working with P&O for five years and have developed many campaigns at both a brand and retail level.
Initiative began working with P&O this year after winning a competitive pitch.
Credits
P&O
VP Sales & Marketing: Ryan Taibel
Marketing Director: Narelle Riley
Marketing Manager, Brand & Content: Nicola Wyllie
Digital Marketing Manager: Lara Allan
Marketing Coordinator: Kate Compton
Senior Public Relations Manager: Lyndsey Gordon
Bashful
Creative Director: Tim Chenery
Senior Copywriter: Daniel Barrett
Senior Designer: Simon Macias
Strategy Director & Partner: Guy Marshall
Junior Planner: Nick Hartland
Client Services Director: Jade Ramsey-Elliot
Senior Account Director: Felicity Andrews
Senior Account Director: Nicole de Pear
Account Manager: Emily Rucker
Producer: Roslyn Payne
Production
Production company: Rabbit Content
Director: Lachlan Dickie
Prod House Producer: Marcus Butler
Post House/VFX: Blockhead
Sound: Song Zu
