P&O Cruises - Filling ships: how advertising unlocked desire in the cruise market

This paper details the 2003-06 campaigns for P&O Cruises. Advertising enabled P&O to help grow the market and maintain its share, in three different ways: 1) the erosion of conceptual resistance to cruising; 2) the creation of over-demand for a finite capacity; and 3) the conversion of demand into profitable early booking.
Agency: Miles Calcraft Briginshaw DuffyAuthor: Giles Hedger

P&O Cruises – Filling ships: how advertising unlocked desire in the cruise market

WHY READ ON?

There are few products more complex than a cruise holiday, and there have been few categories more...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands