At a glance

P&O Cruises needed to grow its category to meet an impending 60% increase in the capacity of its fleet, so found a new role for television media.

Why it matters

An ongoing campaign can be adjusted to deliver markedly different business outcomes, even when deploying the same (or similar) media mix. Creative and media strategies must be closely aligned to deliver those KPIs.

Takeaways

  • P&O Cruises was able to focus its investment in TV media on the “priming stage”, appealing to a younger audience which may not be inclined to book a cruise holiday for two years or more.
  • Its campaign is sufficiently well-branded and focal character well-known enough to allow P&O Cruises to grow the category to its benefit, rather than risking boosting it at a more generic level.
  • Almost 50% of bookings for its new ship have been from consumers aged 45 or younger, down from an average customer age of 60-plus in 2014.