P&O Cruises is partnering with Thomas Cook for a direct response TV campaign and a 16-page supplement with the Mail on Sunday as part of its peak season sales push.
The company is spending £1.8 million on its wave season marketing, which kicks off on Boxing Day with new TV advertising. The campaign will be supported by online display, national press supplements and inserts.
The TV ads, which introduces the new brand line ‘P&O Cruises – discover a different world’, aims to bring to life “the wonder of discovery” from the point of view of P&O Cruises passengers.
The TV campaign will run for four weeks and be supported by five million national newspaper inserts, online advertising featuring the P&O Cruises Sale plus brand advertising with the ‘discover a different world’ brandline.
Regional advertising supplements will also run to support fly cruising to the Caribbean from regional airports.
Head of brand marketing Philip Price said: “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.”