P&O Cruises rebrands with a freedom theme
P&O Cruises has revealed a new brand statement – P&O Cruises – Like No Place on Earth – which will be rolled out over the next five months, starting with trade activity, social media and the cruise line’s website.
A consumer campaign will be launched later this year.
P&O Cruises senior vice president Tammy Marshall said: "We were inspired by the freedom of the open seas and wanted to convey the ease of a cruise holiday – start dinner with dessert, sleep in until midday and discover beautiful new worlds every day while only unpacking once."
Marshall said the cruise line’s research had shown that consumers were keen to know that they would have plenty of choice on their holiday, although they didn’t need to know the finer detail.
The brand repositioning comes as P&O Cruises enters a significant period of growth in Australia and New Zealand with the cruise line’s two latest ships – Pacific Eden and Pacific Aria – joining its existing three superliners in November next year, taking the fleet to a record five vessels.
Ian Jarrett
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