Time Out is to provide destination travel content in a new collaboration with P&O Cruises as the line seeks to attract more first timers.
The partnership will see Time Out journalists create bespoke content featuring the best things to do, see and eat in ports of call.
The content will be aimed at attracting a new audience of passengers who have yet to consider a cruise holiday.
The first campaign as part of this partnership launches today (Tuesday), tapping into an emerging travel trend of holidaymakers wanting to travel authentically while not compromising on comfort.
The partnership will include:
- A digital content hub on Time Out with features, quizzes and local guides, providing the insider secrets into P&O Cruises destinations. An interactive ‘Scrap the Tourist Trap’ quiz will allow travellers to build a personalised bucket list of things to do in each destination.
- A ‘Detour’ video series which profiles local people, from shop and restaurant owners to entertainers, revealing their personal recommendations.
- A ‘Detour’ guide in print form for guests on board a P&O Cruises sailing.
- Time Out and P&O Cruises email newsletters.
- Time Out and P&O Cruises collaborative social amplification of the content.
P&O Cruises president Paul Ludlow said: “We are delighted to launch our new exploration partnership with Time Out, which will tap into their global expertise and heritage in authentic cultural and travel experiences.
“Time Out’s unique and trusted content will resonate with a new audience who may never have considered a cruise holiday before but will also provide existing guests with expert advice on how to make the most of their time in destinations.”
Time Out Media director, strategic client partnerships, Gareth Thomas, added: “We are very excited about working with P&O Cruises on a partnership that will take a long-term editorial approach.
“We will create content for new destinations as they come on board to enable P&O Cruises holidaymakers, both existing and new, to access the inside track on places.
“Time Out’s audience is open-minded and experience-hungry but time poor, so they want to take the stress out of planning without missing the best things.
“Our trusted expert journalists create content that helps P&O Cruises holidaymakers discover and explore their destinations, connecting with places and really getting to know the local people, culture and food. The partnership is a great testament to our inspirational content, valuable audience and trusted brand.”