Client

P&O Cruises

Project

Multichannel content programme

Brief   P&O Cruises is already the nation’s no1 cruise brand of choice. An ambitious new target has been set to become the nation’s no1 holiday brand of choice. To do this, P&O Cruises must reach a new generation of cruisers: younger,
value-conscious, discerning travellers who are new to cruising and not yet brand loyal. A strong digital-first strategy is key to reaching this new audience. At the same time, the core base of loyal P&O Cruises guests needs to be informed of new itineraries, ship launches and experiences on ship and shore. Stories that bring the brand to life remind them that the only holiday is a P&O Cruises holiday.

Solution   With a multichannel strategy that covers P&O Cruises digital, brand, loyalty and partnership programmes, Sunday is able to deliver the best on-brand creative in the most time- and cost-efficient way. Careful planning and detailed creative briefings allow us to plot multi-channel campaign calendars that deliver bespoke suites of assets for each P&O Cruises team. Being embedded in our clients’ office ensures that we get a 360-degree view of their challenges and ambitions. Close collaboration with partner agencies ensures that our work (and theirs) gets maximum exposure and return on investment. Social media and brand campaigns have clearly defined and measurable objectives – from raising awareness and building excitement about new products to specific missions to drive website traffic and increase key trade bookings. KPIs and weekly reporting ensure that we continue to deliver and prove the effectiveness of our work.

Our Caribbean campaign shoot gathers a wealth of social and brand assets, including unique timelapse videos.

A suite of 10 videos for PR, brand, social, travel agent and marketing teams launches a new cruise product.

On social, engagement is up 220%, organic impressions up 29% and organic reach up 22.6% compared to January 2017.

Ship refits are always a brand priority. Sunday gets priority access on board to create assets for all channels.

A brand shoot in Madeira with Olly Smith is beautifully documented for print, social media and brand channels.

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