The multimillion-pound wave campaign forms part of the line’s plan to create a new brand identity as it seeks to set itself apart from other cruise line competitors.
In March next year, P&O Britannia will take to the seas, with the £500 million, 3,600-berth vessel in the running to be the line’s most high-profile.
The television ad’s theme is the ‘Britishness of the holiday’ and will air during Coronation Street on Christmas Day. It is hoped that it will help to attract more non-cruisers by portraying a cruise holiday through the eyes of ‘newcomer’ Brydon.
Speaking to Travel Weekly UK, Christopher Edgington – marketing director of P&O Cruises – admitted that the brand has not always differentiated itself from other lines in the past.
Edgington said: “Our campaign is timed to put cruising on the national holiday map because 1.7 million people have cruised in the past year and it’s time for us as an industry, and for us as Britain’s favourite cruise line, to take the lead.
“Rob Brydon was the obvious choice to front the campaign as he is well-loved with a great sense of humour and it is easy for potential customers to imagine themselves in his shoes. With this campaign we aim to create a compelling and distinctive brand that will help us remain Britons’ cruise line of choice.”
Following its launch on Christmas Day, the advert will run throughout next year and is expected to reach over 13 million adults aged over 45.
Alongside the advert, P&O Cruises’ changing brand identity involves a new strapline – ‘This is the Life’ – and a logo that features the union flag wave design and that will appear as the hull livery across the fleet’s eight ships.
Edgington is confident the new identity will make for a more consistent brand image and as the only cruise line dedicated to the British market, give it a unique direction, dispelling the traditional myths associated with cruising – You can read are article here explaining why P&O is THE cruise line for the 21st century
Are you a Rob Brydon fan? Why not book a P&O cruise in the New Year?