P&O Cruises: How P&O Cruises turned price demand into brand demand in order to shore up its future growth
In 2015 P&O Cruises needed to turn price demand into brand demand. To do this, the brand had to celebrate cruising and re-draw on the strength of broadcast TV. This case study explains how the resulting 'This is the Life' TV and print campaign, featuring comedian Rob Brydon and celebrating the British qualities of the provider, challenged stereotypes about cruises, increasing consideration and purchase intent. The brand saw occupancy and yield increases across the existing fleet, and a new ship, Britannia. It saw a demonstrable increase in media-driven bookings, a reduction in cost-per-booking, and a revenue ROI of 4.22 for every 1 invested, according to econometrics.