New P&O Cruises' Campaign Encourages "Earthlings" to Escape the Everyday

Sunday, November 2, 2014


P&O Cruises has launched its biggest advertising campaign yet, urging the “earthlings” of Australia and New Zealand to escape to another world with a P&O cruise. The campaign to convert more “earthlings” into “cruiselings” started yesterday in print and online and will roll out on television stations across Australia and New Zealand from this Sunday before moving onto billboards and into cinemas.

Using Master & Commander and Crocodile Dundee Director Russel Boyd as Director of Photography, the television commercials feature a soundtrack by the Prague Philharmonic Orchestra, and dynamic 'fantastical' imagery and locations to convey a sense of freedom.

P&O Cruises’ loyal fans will be able to enjoy a sneak preview of the TV commercial from this Friday on the cruise lines’ Facebook page.

The cruise line is also inviting followers to win a place on the inaugural cruise of one of its latest ships, Pacific Aria, by composing their own 30-second song online with a special ship horn keyboard.

The new campaign 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 Aria and Pacific Eden, joining its existing three superliners in November next year, taking the fleet to a record five vessels.

P&O Cruises Marketing and Distribution Director Simon Cheng said the “Be Free Earthlings” campaign built on the cruise line’s brand repositioning launched in July with the new “Like No Place on Earth” messaging.

“P&O Cruises is about to enter a new era of cruising with its biggest ever fleet so we really wanted an advertising campaign which would make people appreciate how a cruise holiday takes you to another world, free from the routine of life,” Mr Cheng said.

“This campaign really conveys the feeling of escape, freedom and space that a P&O cruise delivers.”