With two more ships on the horizon, Australia’s leading cruise line today revealed a new message for travellers: P&O Cruises, Like No Place on Earth.
Emphasising the freedom of a P&O Cruises’ holiday on the open seas, the brand repositioning draws on emotive, atmospheric imagery to capture the spirit of a holiday where guests can experience a new adventure every day.
The heavenly, otherworldly theme is evident in the names chosen for the cruise line’s two latest ships – Pacific Eden and Pacific Aria – announced earlier this month.
The repositioning will be rolled out over the next five months, starting with trade activity, social media and the cruise line’s website, with a consumer campaign to be launched later this year.
Announcing the new look and feel for the brand, P&O Cruises Senior Vice President Tammy Marshall said it captured the unique qualities of a P&O Cruises’ holiday, where guests are whisked away to another world from the moment they board their ship.
"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,” Ms Marshall said.
“The wealth of choice on a P&O Cruises’ holiday means you can experience modern cuisine, exciting entertainment and unparalleled destinations – it really is like no place on earth.”
Ms 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.
“We think this new direction achieves that – it’s sophisticated, a little sassy and conjures feelings of escape, freedom and space with an element of luxury.”
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 joining its existing three superliners in November next year, taking the fleet to a record five vessels.
“The latest cruise industry statistics show that both Australians and New Zealanders are leading the world in terms of cruise passenger growth, but there are still many people who haven’t cruised,” Ms Marshall.
“With this fresh, contemporary repositioning, we’re looking to remind our existing loyal customers how wonderful a holiday at sea is, whilst also attracting new cruise guests.”
For more information on P&O Cruises visit www.pocruises.com.au
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