REAL-LIFE passengers are to be the stars of a major new TV advertising campaign by P&O Cruises to celebrate the line’s return to international sailings.
After a long-running series of small screen commercials starring Rob Brydon, the cruise giant has turned to Joe Public under the banner ‘What a night!’
Filmed on new ship Iona, the first of the ads has its premiere today and features a couple celebrating their anniversary.
They are pictured onboard, having a night out in the ship’s bars, nightclubs and eateries, before sharing a moment on the open deck underneath a starry sky.
The campaign marks the return of P&O to international holidays, which resume on September 25.
It is designed to showcase the variety of experiences that can be found on a P&O Cruises break, and the opportunity to make special memories.
Developed in conjunction with creative agency Snap and production company Some Such, the first ad, captured during a UK seacation, will run until November.
But filming for future ads focused on the Mediterranean and Caribbean is already underway.
Each film will feature authentic, real-life relationships, showing different people enjoying their individual experiences, while celebrating their special holiday memories.
P&O Cruises president Paul Ludlow says: “A P&O Cruises holiday is all about variety of experiences which we were keen to convey in our latest TV advertising concept.
“We also wanted to capture the special, intangible aspects of a holiday and the way so many of us replay memories from our holidays for many years afterwards.
“The past 18 months have highlighted that we need pivotal, vital moments to create memories which are full of joy. This film, featuring a real-life couple, captures that joy with an authentic and heartfelt spirit.
“We will be sharing future versions, each revealing more about the choices to be found on a P&O Cruises holiday, in the coming months and hope that they will have wide appeal.”
Iona starts holidays to Spain, Portugal and the Canary Islands on September 25, and the company is looking ahead to the forthcoming launch of new ship Arvia in December 2022.
For more information or to book call P&O Cruises on 03453 555 111, visit www.pocruises.com or contact a travel agent.