To skip the traditional price-driven contest during the Australian cruise industry's biggest sales period, P&O ignored the key category drivers of price and hardware and went back to our core business – South Pacific itineraries. We turned war stories from our production team into a driving insight; travelling the South Pacific without P&O is more than a little difficult, while travelling with us is a dream. Our campaign, The Best Way To See The Best Of The South Pacific brought this to TVs during the summer of cricket. The result? P&O's best sales period in its 85-year history.
Total Campaign Expenditure
What was the strategic communications challenge?
1. As a brand with an 85 year history, people think they know everything there is to know about P&O.