This is how to holiday!
Date: 21 Jan 2008
P&O Cruises Australia is celebrating the New Year with a new-look advertising campaign highlighting the different ways passengers can enjoy their cruise holidays.
The new campaign takes a fresh look at the iconic brand, which is celebrating 75 years in Australia, by introducing a new tagline – This is how to holiday.
The campaign uses the P&O Cruises Australia’s ampersand as a creative way of showing the choices available on every cruise – whether it is lounging by the pool, spending time with the kids, exploring hidden tropical islands, or experiencing the myriad entertainment and food choices onboard.
The advertising campaign will hit television, print and radio throughout January and February. It is the first campaign from the cruise line’s new creative agency, BMF, appointed in October 2007.
Its debut coincides with the traditional "Clear the Decks" sale, which is designed to encourage those who haven’t cruised before to experience the pleasures of South Pacific cruising outside the traditional summer season.
This year, P&O Cruises Australia is offering savings of up to 50 per cent on all Pacific Dawn cruises from Sydney in July and August and up to 55 per cent on Pacific Sun cruises from Auckland in June and July.
Cruise deals include a seven-night voyage on Australia’s first superliner, Pacific Dawn, departing Sydney on August 2, 2008 to New Caledonia’s capital Noumea and Isle of Pines, as well as spectacular Ouvea in the Loyalty Islands priced from $852* per person in a complete four-berth cabin.
Ann Sherry, Chief Executive Officer of Carnival Australia which operates P&O Cruises in Australia, said the new campaign was designed to showcase the vast breadth of entertainment and experiences passengers enjoy on a P&O Cruises Australia’s holiday.
"From the breathtaking destinations our ships visit, to the delicious food, high-calibre entertainment and huge range of activities available onboard, our cruises have a wide appeal for all Australians dreaming of a sunny break," Ms Sherry said.
"This new campaign will awaken wonderful holiday memories for passengers who have cruised with us before and inspire Australian travellers who haven’t cruised to consider the unique benefits of cruise holidays where you simply unpack once and let the destinations come to you."
*Subject to availability, conditions apply
