P&O: The best way to see the best of the South Pacific

P&O, a British cruise line, increased bookings for its South Pacific cruises in its busy January period by launching a humorous TVC and online content films in Australia to showcase what it has to offer.

Campaign details

Agency: Bashful

Executive Summary

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...

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