P&O Cruises and Cunard have unveiled their “biggest-ever agent wave incentive”.

The lines will give away hundreds of prizes to agents between Boxing Day and February 19 as part of the Way Better campaign.

Agents who make bookings and log them at CCS.com will be entered into a daily prize draw.

Prizes up for grabs include 10 cabins on the line’s 14-night Mediterranean cruise on Britannia, which departs on March 27. During this cruise, an episode of Ant & Dec’s prime-time ITV show Saturday Night Takeaway will 
be broadcast live from the ship when it overnights in Barcelona.

Other prizes include 10 cabins on an Oceana fly-cruise, hampers, pre-paid credit cards and Red Letter Day experiences.

Alex White, vice-president of sales for Carnival UK, said: “We are increasing our spend on wave this year because we know how important the trade is to our business. This is the biggest wave investment we have made in terms of rewarding agents.”

On Christmas Day, P&O Cruises will also be launching its
turn-of-year ad campaign which sees Gavin and Stacey actor Rob Brydon exploring destinations on shore excursions. The advert will air for the first time during ITV’s Downton Abbey Christmas special.

P&O Cruises is also offering a customer incentive of onboard credit of up to £600 on all sailings. White said a similar campaign had proved successful last year.

Cunard will be running an “upgrade on us” campaign during the wave booking period.

The line will also have a weekly prize draw for agents who secure bookings, with prizes including 15 cruises, spa days and dinners.

White added: “We have great momentum across both brands with the launch of Britannia this year and the revamp of Queen Mary 2 in 2016.”