A world of difference for P&O

There’s a subtle change of tack in the next advertising campaign from P&O, hitting UK television screens two days after Christmas.
Targeting customers who may well be heading for the shops and the January sales, a 40-second commercial will urge them to “discover a different world” instead of pushing the line “There’s a world out there.”
Philip Price, head of brand marketing, says: “We can trace our roots back to 1837, and our passengers are the latest in a long line of explorers who have discovered a different world with P&O Cruises, so we felt it fitting to create our new brand campaign with them in mind.
“As holidays at sea become increasingly popular it is timely that we return to brand advertising on TV for the first time in two years, to reinforce our position as Britain’s number one and show what makes a holiday with P&O Cruises so different from other cruise lines.”
The commercial, part of a four-week, £1.8 million campaign, will show classic cruise moments such as a champagne sailaway party, movies on Azura’s giant SeaScreen, and fine dining with Marco Pierre White.
Seafaring greats like Sir Walter Raleigh, Captain Cook and Christopher Columbus are quoted on the soundtrack, which will continue another P&O tradition – Handel’s stirring anthem, Zadok the Priest.