Results and Effectiveness

11 ½ minutes of content, exposure across 50 countries We opened a dialogue with a younger, contemporary audience, generating leads: 81,854 entries, 17,000 or 21% opt in’s and 76% of opt-in had never cruised. 56% of competition entries were under 40, 46% 21-39. We created emotional connections and changed Considerer perceptions around cruising Survey results: 48.0% It looked fun and type of holiday I would enjoy. 24.0% would talk to their friends, family about cruising. Too crowded, too boring -4% (Pre/Post). Is a holiday company I trust, they care about customers, I would pay more +4% (Pre/Post).

Creative Execution

Get popular characters in Neighbours, an Aussie soap opera, to go cruising with P&O Cruises, to show cruising in a younger, aspirational setting, and, in doing so, encourage consideration. Collaborating with Fremantle Media and Network Ten Australia, we created a cruising storyline within ‘Neighbours.’ This was the FIRST TIME in the show’s 25-year history that any brand had been able to integrate into the show itself. This ensured the ship featured but P&O Cruises brand pillars could be brought to life. It also allowed the show’s characters to be selected based on their alignment to our new ‘Considerer’ target. SEO, SEM, eDM and Catch Up TV strategies drew further eyeballs to the TV show. Show characters Twittered during filming, BTS content was seeded on P&O Cruises, Neighbours websites. We launched a consumer promo featuring a cruising Neighbours character for the chance to win the cruise as seen on the show.

Insights, Strategy and the Idea

Business Case 2010/11 saw the Australian dollar strengthen and overseas air travel becoming cheaper. Along with this, the cruising sector expanded: P&O Cruises introduced two new ships, and a global competitor also put a new ship in water then heavily discounted their offering, further commoditising an already price-driven market. Objectives 1. Communication Inspire a new consumer to sustain long term growth. 2. Marketing Open a dialogue with a younger, more contemporary audience and generate Australian market leads that will ensure the future popularity and growth of P&O Cruises. Create an emotional connection with this audience by showcasing the P&O cruising experience Change cultural perceptions around cruising Audience / Brand Relationship ‘Considerers’ audience was seen as P&O Cruises growth opportunity. Emotionally-driven, they care less about deals and more about experiences. Communication Idea “SHARE THE JOURNEY. SHARE THE JOY.” show off cruising in a contemporary light, inspiring considerers to cruise.