P&O targets the empty nesters

Looks like P&O Cruises may be picking up the baton carried by Fred Olsen’s Nathan Philpot in targeting its advertising at the older generation instead of a relentless pursuit of a younger, family customer.
Their latest TV commercial, which will debut on Boxing Day, is aimed at older couples who have more time and freedom now that their children have grown up and left home.
It’s interesting to note that in the 40-second version previewed above, the first image of a cruise ship and the first mention of P&O does not occur until 36 seconds in.
Marketing director Christopher Edgington said of the audience he is hoping to attract: “For years they have been compromised in their holiday behaviour by the differing needs of a growing family. The campaign is design to have emotional appeal and then a rational trigger as the audience identifies with the characters. Now is a new chapter in their lives and it is time for them.”
The campaign, backed up by press and online advertising, will run until the end of March.
Also new on video from P&O is a look inside the refurbished Arcadia, fresh out of dry dock and a multi-million pound makeover.
Work included the addition of 24 cabins on Sun Deck, including – a first – two balcony cabins for singles. All existing cabins were refreshed and fitted with 32-inch or 42-inch flat-screen televisions.
The Crow’s Nest lounge and bar has been transformed with new seating and partitions, while The Globe – which used to have a walk-through corridor at one side – has been closed off to create a late-night dancing venue.
The Orchid restaurant on Sky Deck has been replaced by Asian-fusion East, with menus created by Michelin-starred chef Atul Kochhar, and the upper tier of the Meridian Restaurant has been modified to cater for Freedom Dining.
Marketing Director Christopher Edgington said: “A lot of hard work has gone into make this happen. The outcome is nothing short of outstanding. Arcadia looks incredible.”