SYDNEY: P&O's Pacific Jewel cruise ship is to appear in a Neighbours storyline, marking the soap's first branded content deal in its 25-year history.
The ship will appear in a key storyline in episodes due to air at the end of the month. The deal was brokered by MediaCom's branded content division, Beyond Advertising.
MediaCom approached the Fremantle produced series with a brief to target a young, vibrant audience to build the P&O cruising business. The value of the agreement has not been disclosed.
Geoff Clarke, group business director at Beyond Advertising, said: "This is the culmination of twelve months work, it's been an amazing experience to see it all finally come together and create an industry first which will truly benefit all Carnival."
Beyond Advertising recently handled a branded content push for Volkswagen, in which the car marker invested its entire budget for the launch of the Golf R vehicle in two short films.
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