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

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

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