P&O Cruises will install pop-up stands at Bluewater and Westfield shopping centres, saying it wants to “support agents” by driving traffic in the peak booking season.
The line said it hopes the stands will build brand awareness and consideration by showing the P&O Cruises product to people who were not previously considering a holiday with it.
The stands will “bring to life what a guest can experience on a P&O Cruises holiday”, the line said, by using a digital screen to showcase destinations around the world and a “sensory lounge” where customers can use tablets to learn more about the line.
Customers will also have the opportunity to enter a competition to win a holiday to the Caribbean.
Customers will be able to make bookings at the pop-up stands in a similar way to on board sales, with the bookings attributed back to an agent.
A spokesperson for the line said: “Whilst the intention is not to drive bookings, [the stands] are able to take bookings if requested. This will operate on a similar model to on board sales and bookings can be assigned back to a travel agent.”
The stands will be in Bluewater shopping centre in Kent from January 27 to February 9 and in Westfield’s Shepherd’s Bush shopping centre from February 19 to March 3.
Carnival UK and P&O Cruises president Paul Ludlow said: “Our new marketing strategy, Holiday Like Never Before, aims to drive awareness and consideration with guests who may have thought that cruising wasn’t for them.
“Our pop-up stands in two of the UK’s busiest retail destinations during the peak holiday booking period will support agents by helping potential guests to understand the exceptional value and varied experiences offered by a P&O Cruises holiday.”
More: P&O Cruises ‘exploring’ airline options for Caribbean fly-cruises