This paper explains how Miles Calcraft Briginshaw Duffy's advertising campaign helped P&O cruises to erode the general public's conceptual resistance to cruising, created over-demand, and supported the conversion of demand into profitable early bookings. Through consumer insight about the perceived claustrophobia of cruising, MCBD developed a creative strategy, and a multi-media campaign of brand response advertising which tracked holidaymakers through the decision making process. This was supported by online advertising. Between 2003 and 2006, nearly 50,000 new passengers were gained and average yields increased. Over four years, the overall ROI was £10.67 per £1