P&O Cruises has brought forward its ‘Wave’ peak selling season discounting campaign by a month to start on December 1.
The sale follows the line’s autumn ‘early booking spectacular’ designed to bring forward bookings for 2011 cruises.
Head of brand marketing Philip Price said the move to start the Wave promotion earlier than previous years was part over an overall strategy to bring the “booking curve” forward.
The company is particularly targeting past passengers with discounts and on board spending money. Free car parking at the port of Southampton is not included.
The P&O Cruises sale includes price cuts of up to £2,500 per couple and £960 free on boarding spending money.
“We thought people might be frustrated by VAT changes in the new year so we have started our offers from December 1,” said Price.
The company is launching a new TV advertising campaign from December 27 to support the discounted rates which apply to bookings made by January 31.
Rates lead in at £699 for seven nights including a £50 per person discount on a Ventura cruise to La Coruna, Bilbao, La Rochelle and Brest on April 22, 2011.
P&O Cruises’ managing director Carol Marlow said agents “can really make the most of this opportunity by pointing out the benefits of booking early to secure the cabin, itinerary and price that they want”.
She added: “We also have a new ‘Explorers’ TV advertising campaign that shows the range and depth of experience we offer.
“Featuring emotive imagery from iconic destinations such as Venice, Sydney and Greece, the adverts bring to life the wonder of discovery, as seen through the eyes of our passengers.”