P&O Cruises Australia Launches a Magic Print Campaign
Date: 01 Jul 2008
P&O Cruises Australia has launched a new print advertising campaign to showcase the magic of a cruising holiday and the choices available onboard.
The new magazine campaign shows how P&O Cruises Australia can offer the full holiday experience at one low, all-inclusive price – and how passengers can get the most out of their ocean voyage.
The launch of the P&O Cruises Australia’s campaign coincides with a new range of onboard options, from the flexibility of Your Choice Dining to wine appreciation classes hosted by leading Australian winemakers. P&O Cruises Australia has also revamped their entertainment program with a wider range of children’s offerings including circus-at-sea show and, for the adults, a partnership with the popular Sit Down Comedy Club.
Jenny Lourey, Senior Vice President of Carnival Australia, which operates P&O Cruises Australia, said the new campaign was designed to capture imaginations and encourage people to consider cruising for their next holiday.
"With this campaign we’re inspiring Australians by using imagery that shows just how magical a cruising experience can be," Ms Lourey said.
"Our research suggests that many people are not aware of the wide range of choices now available on our holidays. Passengers can do as little or as much as they like on a cruise and the new advertisements capture this perfectly."
The advertisements use inspiring imagery and the P&O Cruises Australia’s ampersand to highlight the many options available onboard Pacific Dawn and Pacific Sun.
The advertising campaign will feature across a diverse range of titles, including newspapers and magazines such as Australian Woman’s Weekly, Better Homes and Gardens, and WHO Weekly. Two executions will run in both Australia and New Zealand.
‘Young at Heart’ engages the active 45-60 year old through exciting destinations and choice of activities on a P&O Cruise including volleyball, yoga and ballroom dancing.
The second execution, ‘Out and About’, appears in different publications, targeting predominantly 30-40 year olds through the adventure and social activities available on board.
