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

Giles Hedger

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 in need of marketing help than the cruise market at turn of the 21st century.

This paper explains why, of all the marketing tools available, advertising was the most effective and economic lever to pull when rapid perceptual change was required.

It's a story which gives advertising an almost nostalgic simplicity of purpose: to assist...

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