P&O Cruises Strategy to Attract New Travelers
P&O Cruises is a leading player in the luxury cruise industry, with a loyal customer base that frequently embarks on its voyages. However, the company faced a significant challenge in reaching “Discoverers”—those luxury-seeking holidaymakers who had never considered cruising before due to common misconceptions. This demographic, while affluent and eager to explore new holiday experiences, often believed that cruises would not meet their vacation expectations, perceiving them as restrictive or lacking value.
P&O Cruises aimed to attract new-to-brand customers who had never considered a cruise holiday.
Overcome key barriers to cruising, such as concerns about space, value, and the amount of time spent at destinations.
Drive sign-ups to the P&O Cruises database, growing its share in the competitive luxury holiday market.
Finally, deliver a high-end, memorable experience that would inspire these sceptical holidaymakers to consider cruising for their next trip.
To engage the “Discoverers,” we needed to break away from traditional cruise marketing. Our strategy was to create an unexpected, elegant, and subtly branded experience in high-traffic areas that would challenge preconceptions about cruising. We designed a luxury pop-up bar strategically placed in Bluewater and Westfield shopping centres that invited consumers to relax, sip destination-inspired mocktails, and enjoy panoramic views of beautiful destinations, all without revealing the brand upfront.
By offering hospitality that reflected the quality of P&O Cruises, we allowed guests to immerse themselves in the experience before revealing that this was a glimpse of life onboard. This approach helped us engage visitors emotionally before educating them on the unique value of a P&O Cruises holiday.
The campaign followed a structured implementation plan to ensure maximum impact:
Pre-Event Setup: P&O Cruises worked closely with us to design a luxury pop-up experience that aligned with their “Holiday Like Never Before” brand message. We developed a panoramic digital screen showcasing P&O’s top destinations and crafted interactive elements like a quiz that personalised cruise recommendations for guests.
Training: We carefully selected and trained Cruise Specialists to staff the experience. Their training focused on dispelling myths about cruising, offering personalised advice, and facilitating on-the-spot bookings.
Live Activation: The pop-up opened in Bluewater and Westfield shopping centres, targeting high-traffic areas. Guests were invited to relax and enjoy mocktails, take a personalised quiz, and learn more about cruising from specialists who engaged them in a natural, non-salesy manner.
Incentives and Engagement: To incentivise participation, visitors were entered into a prize draw for a chance to win a 14-night Caribbean cruise. This was paired with a personalised email campaign based on their quiz responses, showing tailored cruise recommendations that suited their preferences.
