A new P&O Cruises advert will be screened for the first time during Coronation Street on Christmas Day.
The latest episode in a series of ‘moments that matter’ ads features a father and daughter on holiday in the Caribbean.
It will then run alongside the line’s new sponsorship of Channel 4’s Adventures on 4 programmes starting in 2022.
The deal will see P&O Cruises sponsor some of the channel’s most popular programmes including Hunted, Celebrity Hunted for Stand Up To Cancer, Guy Martin programmes and Sue Perkins’ Big American Roadtrip.
Sponsorship of Adventures on 4 starts on January 1 and run for 12 months. It will include idents and sponsorship of All 4 on demand programming.
The new ‘big kid’ advert, filmed in the Caribbean, is the latest instalment of the company’s current brand campaign featuring real-life relationships.
A longer version will be screened in UK cinemas in January.
P&O Cruises president Paul Ludlow said: “A holiday with P&O Cruises can be the ultimate adventure including a foodie exploration of different cultures or an active and thrilling journey through different countries.
“This Adventures on 4 sponsorship aligns us with some of the UK’s most watched shows and will whet the appetite for adventures at sea as it reaches a new audience for us.
“We are also delighted to see the second ad in this year’s campaign which brings to life more holiday moments that matter and encapsulates precious memories.”