“This is the life” keeps Britain cruising for the third year running
Our new P&O Cruises commercial launched on Christmas Day 2016, kicking off the most important sales period of the year. This year’s instalment communicates the sense of choice and freedom to ‘holiday your way’ on a P&O Cruises holiday.
We are very proud to be entering the third year of the “This is the Life” campaign. The business results have been truly impressive, succeeding in breaking down the perceptual barriers to cruising and encouraging more and more British holidaymakers to swap a land-based holiday for the open seas.
An award winning campaign that is getting Britain cruising
We launched the ‘This is the Life’ campaign for P&O Cruises on Christmas Day 2015, with the aim of turning more people on to the idea of a cruise holiday as an alternative to the usual land-based break. The campaign has run throughout the year across paid, owned and earned touch points, including TV, radio, press, digital display, social and trade channels.
The results have been phenomenal, with guest bookings exceeding previous years by some margin. While commercial results are what drive us, there is something equally gratifying in seeing the campaign being awarded the winner at the 2015 Festival of Marketing Awards. This campaign represents a true partnership with our client partners, 360i, The Seven Stars and Nucleus.
Selling holidays in the summer months
‘The Great Sail Away’ – a concept with a strong sense of occasion, and a reason to escape – was developed to drive bookings in the tough trading period of July and August. Executed across
digital, print and radio, we successfully drove a rush to the line at the end of the
campaign, well exceeding P&O Cruises targets.
Introducing a new British icon
‘Book Your Place In History’ was created to introduce and drive bookings for P&O Cruises new flagship, Britannia. Executed through an integrated mix of channels including radio, national press, digital and social media, we built awareness of her arrival, celebrated key signature elements such as Food Heroes and accelerated bookings for her maiden year.
Selling winter sun
The ‘Winter Sun Countdown Sale’ was created to drive a short-term spike in demand for a portfolio of specific cruise holidays. The campaign ran across social and digital channels with support in press and radio and showcased different offers through the sale period. The countdown mechanic drove a successful rush-to-the-line and led the campaign to exceed targets by over 20%.