Be free Earthlings! P&O Cruises wants to set you free

11 November 2014
 

Creative Agency: BMF

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P&O Cruises has teamed up with BMF to deliver a fresh campaign built around the idea that ‘Earthlings’ can be bestowed freedom by becoming ‘Cruiselings’.

P&O Cruises has teamed up with BMF to deliver a fresh campaign built around the idea that ‘Earthlings’ can be bestowed freedom by becoming ‘Cruiselings’.

P&O repositions itself under the ‘Like No Place On Earth’ tag line with a multichannel TV, online, billboard and print roll out across Australia and New Zealand this week.

At the heart of the campaign is a focus on the type of people the firm presents as ‘Cruiselings’ in a bid no doubt to shake off preconceived notions about cruises. Hence, the audience is presented with a foodie (no more canteen-style bad food); an adventure junkie (it’s not all about lying by the pool, you know) and the Now Girl – a party type who isn’t going to be entertained by dancing with a senior on the ballroom floor.

The company is also running a competition for places on the inaugural cruise of one of its newest ships, Pacific Aria.

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