New campaign – P&O

P&O Cruises is launching a brand awareness campaign in January ahead of the launch of its new ship Ventura.

The campaign, created by Miles Calcraft Briginshaw Duffy, will highlight the feelings people have about going on a cruise. The executions show blurred images, with poems that describe the “shiver” and “twinkle” of excitement that passengers feel. It will run across press and TV.

Head of brand marketing Philip Price says the campaign is the “most radical and contemporary” the company has done. He says the ads focus on the “amazing experiences” of cruising. He adds: “The campaign aims to contemporise the brand and to maintain our position as market leader.” Ventura, the UK’s largest superliner, will launch in April. It will feature on-board tie-ups with UK brands such as Tate Modern, Scalextric and Noddy.