P&O Cruises: turning sceptics into believers

Holiday Like Never Before positions cruises in a new way

P&O Cruises and Pablo London have unveiled a new brand platform, ‘Holiday Like Never Before’, inviting holidaymakers to rethink what they believe they know of the cruise experience.

The new brand positioning recognises that when it comes to holidays, Brits are often creatures of habit, taking comfort in the familiar. The brief was to challenge audiences to expect more from their holiday by presenting an alternative option. 

The film was shot amongst holidaymakers onboard P&O Cruise Arvia as it journeyed across the Mediterranean and features real P&O Cruises staff, including aerial performers. The on-shore elements were captured in St Lucia, a popular destination on one of P&O Cruises Caribbean itineraries.

Tim Snape, Executive Creative Director of Pablo, said: ‘The challenge to change perceptions of cruising is a great place to start. The more we looked, the more we found that people who cruise for the first time, have these moments of realisation. Points in time where they realise the cruise difference, things that are completely different from any holiday they’ve ever had. From waking up somewhere new every day, to travelling by infinity pool and our idea really centres in on these moments. We’ve applied our promise of ‘like never before’ to every aspect of our creative too from filming technique to music, so I hope the end result will stand out in the category and help change some minds.’

The through the line campaign includes national OOH, with rail site coverage, along with digital, social, owned channels and PR.

Featured image: Holiday Like Never Before campaign