How P&O Cruises turned price demand into brand demand in order to shore up its future growth

This case study describes how P&O Cruises, a cruise holiday company in the UK, launched a media campaign to change its focus away from cheap deals, and to engage new customers and increase sales.

How P&O Cruises turned price demand into brand demand in order to shore up its future growth

Principal authors: Rio Cosgrove and Maria McHugh, Founded; Lydia Mulkeen and Dino Myers-Lamptey, the7starsContributing authors: Christopher Edgington, Carnival UK; William Jellicoe, the7stars

Setting the Context

Cruise marketing was in competitive waters

P&O Cruises can trace its roots back to 1837 and is credited with pioneering ocean cruising as a leisure pursuit.

By 2014, P&O Cruises led the UK-sourced cruise holiday market with the leading share of 26.2% but was facing increasingly fierce competition. As brands fought to fill their ships,...

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