May 2023 - SUNDAY

Inspiring tales and more sales for P&O Cruises

Content strategy
Design
Editorial & copywriting
Illustration
Insight
Photography
Print

The challenge

Moments anchors the loyalty programme for P&O Cruises. The beautiful 60-page travel magazine is sent as an inspiring ‘thank you’ to the premium travel brand’s most loyal guests. Their loyalty is treasured in the highly competitive cruise industry and a print magazine is a powerful tool.

Double page spread on Madeira, for P&O Cruises Monents magazine

Our solution

Timed to door-drop at peak booking periods, Moments brings the brand, its values and its travel expertise into people’s homes. Bespoke photography and features by renowned travel writers transport them to far-flung destinations.

The rich on-board experience is showcased too, with fabulous food shoots, ship photography and crew portraits. The back section has a club-like feel with exclusive offers and rewards. What better reminder to book that holiday?

To increase guest touchpoints between issues, Moments’ content is extended in digital form. There is an online digital version, and travel and brand features are used in emails throughout the year to target new and existing guests.

Feature on P&O Cruises' food heroes, Marco Pierre White and Kjarten Skjelde

Grapefruit cocktail pictured against a sunlit beach

The results

Whether dropping on a doormat or in an inbox, these regular reminders from a trusted British brand inspire wanderlust, cement loyalty and drive bookings.

Moments brings the P&O Cruises experience into our most loyal guests’ homes. The awe-inspiring imagery, wonderfully crafted editorial and high-class execution showcases our product offering. The primary objective of our loyalty content programme is to engage with our guests – to excite and inspire them to book their next cruise. I can confidently say that Moments magazine achieves that goal
Olivia Rovetto
On-board Sales and Loyalty Manager

Mission possible for P&O Cruises

Content strategy
Design
Editorial & copywriting
Illustration
Insight
Photography
Print
Social
Video & audio

The challenge

Cruising is the fastest-growing sector of the UK overseas holiday market. For those who love it, there’s no turning back. For the unconvinced, a new era of premium travel that embraces multiple destinations, fine dining, unique entertainment and indulgent relaxation is calling. In this ruthless sector, P&O Cruises has set its sights on becoming Britain’s number one holiday choice. That’s where Sunday comes in.

Our solution

As P&O Cruises’ content and social agency, we work with its brand, content, loyalty, CRM and social teams to deliver targeted, multi-faceted creative. From high-profile campaigns to hardworking daily assets, we appeal to cruise lovers and prospects alike. Tailored to each platform, our content works across the customer journey to increase reach and engagement, build brand loyalty and inspire sales. Working with its PR and events teams, we’re also on hand to create a buzz with special events and partnerships, such as new cruise ship Arvia’s unique YouTube live-streamed naming ceremony in Barbados or the P&O Cruises ‘Memorable Moments’ award at the BAFTA TV Awards.

Plate of prawns on top of mash and greens

Our intensive content campaign for new ship Iona created the largest number of digital sales ever in one day, averaging a normal day’s sales every hour

The results

We offer a flexible and efficient programme that boosts our client’s business objectives and puts P&O Cruises front of mind with UK holidaymakers. Whether it’s a hero shoot with brand partner Gary Barlow, a Norwegian odyssey with iconic chef Marco Pierre White, a groundbreaking YouTube live-stream, a beautiful loyalty magazine or a UGC campaign on Instagram, our standout content targets audiences – in the right place, in the right format and at the right stage of their customer journey.

Man with hands in pockets stood in front of old wooden door

Bringing Ocado to life

Content strategy
Design
Editorial & copywriting
Illustration
Insight
Photography
Print

The context

Online retailer Ocado offers the broadest range of any supermarket.

It supports the biggest food brands alongside small British suppliers. It offers the longest freshness guarantees, low-price guarantees and is proud to have the lowest levels of food waste of any supermarket. Not a lot of people know this.

Our solution

Getting these messages across was key to the launch of Ocadolife – a bi-monthly magazine worthy of the well-loved brand. As Ocado evolved – it launched its partnership with the iconic British brand M&S in 2020 – so does Ocadolife. In 2021 the magazine doubled in frequency to become a monthly title.

Full of glorious foodie stories, behind-the-scenes product insights, inspiring ideas, expert nutrition advice and tasty recipes, it’s a big hit with the 200,000 readers who love the magazine experience.

Sunday has consistently shown us the power and effectiveness of print through its creation of OcadoLife. The love our customers have for the magazine – which has direct links to increased basket spend and sales uplift for our advertisers – has solidified the magazine’s role in our ongoing marketing strategy.
Lisa McDowell
Head of Brand Marketing at Ocado Retail

The results

The results are rather tasty too, with huge uplifts in sales of featured products, increased basket orders and a marked magazine uptake.

Customers who receive OcadoLife on average spend
over £600 more
a year than customers who don’t receive the magazine

Bringing it home for John Lewis & Partners

THE CHALLENGE

John Lewis’s ambition is to be the leading authority on style and design for the home, a confident, modern brand that reflects the way we live now. And At Home’s ambition is to be the benchmark for brand publishing and a challenger to the best consumer newsstand titles.

OUR SOLUTION

With the focus firmly on ideas rather than products, this is not a catalogue, but an inspirational magazine that tells the John Lewis story – of exceptional style, unrivalled quality, superior service and great value – through rich, engaging editorial.

At Home is all about achievable inspiration: interpreting and curating the latest trends to make them relevant, relatable and affordable for customers. Industry experts and influential names add credibility, while the magazine’s own personality is an extension of the brand: inspiring, confident, intelligent and warm.

John Lewis Summer Shape Colour Style spread

Gorgeous imagery is the heart of At Home: every shot that appears in the magazine is original commissioned photography. A bank of imagery is produced at the same time for use across the business and all customer touchpoints: website, social media and in stores.

ICAEW: Promoting D&I in a global membership organisation

Content strategy
Editorial & copywriting
Insight
Photography
Social
Video & audio

THE CHALLENGE

The ICAEW Welcome Inclusion campaign explores how every chartered accountant has a role to play in helping to encourage an inclusive profession. The objectives of the campaign were to raise awareness of ICAEW’s commitment to diversity and inclusion, to build its reputation as a diverse and inclusive organisation, and to encourage sign-ups to topic-specific learning hubs.

OUR SOLUTION

The series launched with a nine-minute film shot at an innovative interactive workshop by a BAFTA-nominated and award-winning documentary director. As well as showing what participants learned and how they connected with each other on the day, we captured a series of compelling stories about their own experiences as members of minority groups.

This is an amazing, important piece of work and the response so far is heart-warming. It is helped by how articulate and commanding the interviewees are! And beautifully shot. Well done everyone. We should all be proud of this.
ICAEW member

Three further films were released over the course of the campaign, along with articles targeted by career stage, covering the themes of belonging, allyship and fairness. This suite of content was designed to inspire and inform audiences through highly emotive storytelling, practical ideas and interactivity, driving consideration and encouraging action.

A paid social campaign extended the reach beyond the ICAEW member base to a wider audience of finance and business professionals.

+170%

CTR on Twitter

700

video plays in two weeks

4.6m

impressions on paid social

Driving ICAEW member engagement through digital transformation

Content production
Content strategy
Design
Editorial & copywriting
Illustration
Insight
Photography
Print
Social
Video & audio
Web development

THE CHALLENGE

ICAEW, a global professional organisation with over 200,000 members and students in 148 countries, faced the challenge of transitioning from a premium, print-focused thought leadership programme to a digital-only model. The goal was to maintain high engagement levels across a diverse global membership spanning roles from trainee accountants to senior executives, while appealing to external audiences such as policymakers and media. This transition had to ensure content was accessible, engaging, and reflect the way content is consumed in the new digital era.

Our Solution

Sunday collaborated with ICAEW to create high-value, multimedia content series that tackles key topics within the accountancy profession. These series highlight ICAEW’s role in driving meaningful change in business and society. Content includes videos, podcasts, in-depth articles, animations, and data-led infographics, distributed via a wide range of digital channels.

Our strategy segments audiences by seniority, sector, and external influence, ensuring targeted delivery. Topics such as diversity and inclusion, resilience in the UK economy, and corporate governance are addressed, engaging both members and external stakeholders. The digital-first approach allows content to be repurposed and redistributed across multiple channels, enhancing reach and efficiency.

The Results

Our most recent content series have looked at diversity and inclusion in the accountancy profession [link to Welcome Inclusion case study], a focus on how the UK economy can become more resilient [link to economies] and corporate governance [link to New Boardroom Agenda case study]. The campaigns have secured millions of views for ICAEW content online and far surpassed their targets for member engagement:

The corporate governance content series saw a 317% rise in members joining the ICAEW’s corporate governance community as a result of engaging with the content
Through a targeted paid media campaign the Resilience and Renewal video content was viewed over 53,000 times by an audience of key political and business decision makers including MPs and government ministers

Sunday are great to work with and really understand what we’re trying to achieve. They are flexible, great listeners and always collaborative. They push us creatively and provide an invaluable audience-first outside perspective. The results have been fantastic, showing consistent growth and improvement across the account.

Sharron Gunn
Chief Operating Officer, ICAEW

STEP

The challenge

STEP is the global professional body for practitioners specialising in trusts and estates. With a membership base of more than 21,000 professionals across 96 countries, the association assists families in planning for their financial future.

They approached Sunday to launch a fresh member recruitment campaign to create awareness and power conversion – to encourage non-members to learn more about STEP and ultimately join the association.

STEP social post on LinkedIn phone mockup

Our solution

To capture the attention of a time-poor audience across multiple channels (video, social, digital, print brochures, adverts, and flyers) a powerful campaign line was needed that would create an immediate impact. We chose ‘Connect. Learn. Achieve’. Each element provided the flexibility to tailor the accompanying content for different audiences, ensuring maximum effectiveness.

To infuse authenticity and approachability into the campaign, we photographed STEP members and interviewed them on the benefits of being a member. These insights highlighted how members CONNECT with other professionals, the opportunity they have to LEARN through flexible online and face-to-face courses, and their potential to ACHIEVE recognition from peers through the TEP designation.

Portrait of woman cut out on orange circle background

The results

The campaign sought a 13% increase in new members joining STEP in 2023. So far, we have surpassed expectations, currently standing at a 17% growth when comparing like-for-like periods of January-June 2022 and 2023. This increase in new members is complemented by the enthusiastic response STEP has received from its regional centres, as they effortlessly adapted the marketing materials to suit specific market needs in Australia, China, and the USA.

Sunday were a great team to work with, coming up with a creative concept that brought a new, fresh feel to STEP, whilst maintaining our professional approach. The team really took the time to understand STEP and what we are trying to achieve and we have now developed something we are all very proud of.
Kelly Farrell
Head of Marketing

Helping John Lewis Financial Services make the switch

THE CHALLENGE

When John Lewis Financial Services launched the new John Lewis Partnership Credit Card, it needed project management, creative and editorial support to produce a wide range of customer-facing communications. We devised a full content plan to manage the complexity of the messaging, the segmentation and the multiple stakeholders involved.

Our SOLUTION

Throughout the process, we worked as an extension of the client’s team, supporting it to plan content with the customer journey front of mind. This involved collaborating with JLFS’s partner agencies to ensure a consistent tone of voice and visual identity. Our agile project management meant we were able to be reactive to client requests, bringing in the appropriate copywriting and design skills at key stages.

John Lewis Financial Services pet leaflet

John Lewis Financial Services photo of woman looking at her phone while holding a credit card.

Since the launch, we have continued working with the JLFS team, helping develop the next stage of creative messaging for the Partnership Credit Card and providing support across its other insurance and investment products. These include creative for seasonal campaigns for its Pet Insurance, Savings and Investments and Foreign Exchange teams.

ICAEW: The New Boardroom Agenda campaign

The challenge

The ICAEW New Boardroom Agenda campaign explores why long-term stewardship is vital to good management of companies, and the role that the board of directors plays in doing so. The objectives of the campaign were to position ICAEW as advocates for good corporate governance and engage members with innovative thinking and practical advice, with the aim of re-energising the community and providing support to help them make real and positive change in their organisations.

Our solution

We designed a campaign targeted primarily at board members and c-suite executives, including ICAEW members and non-members, as well as existing ICAEW Corporate Governance Community members. We also wanted the campaign to inspire middle management, and those new to the profession who may aspire to be board members in future and are committed to making positive change in the profession.

To bring the campaign messages to life we told the stories of board members that have broken the mould – such as Karen Hester, chief operating officer at Adnams, and Graeme Pitkethly, CFO of Unilever, an ICAEW member and holder of one of the most prominent finance jobs in the word. We also shot a film with Guy Singh-Watson of Riverford Organic Farmers, a £100m business he built from scratch.

Photo of Guy from Riverford picking berries

This is a great initiative from ICAEW to promote sustainable growth and explore the impact board members can have – a truly inspiring video of belief, realising potential and making a difference. Proud to support this program helping people be the best they can be
ICAEW member

Alongside the films sat a raft of content split into five key themes – Building a sustainable business; Building a stronger, more effective board; Managing risk and building resilience; Strengthening culture and stakeholder trust.

This content included profile interviews, podcasts and a series of articles, as well as a set of in-depth practical guides to help boards and their teams make the right decisions for the long-term.

Results have been impressive, beating all KPIs. Highlights include:

11.6m

impressions on paid socials

219%

increases in corporate governance community membership

35%

view-through rate on Instagram for the Karen Hester video

Savills: a powerful strategic partnership

Content strategy
Design
Editorial & copywriting
Illustration
Insight
Photography
Print
Social

The context

Savills is the epitome of property expertise in the UK and internationally. Be it residential, commercial, rural, planning, development or research, the brand commands authority in each sector.

Our solution

Given the range of sectors and audiences, the programme’s collective output is wide-ranging, covering all media in all formats: The Savills Portfolio showcases prime residential properties around the world; Impacts leads the way with investor research and thought leadership; the latest UK data is brought to life with flagship reports and analysis, while our special reports for Savills World Research hone in on the hottest topics globally.

Everything we create for the programmes shares a united vision. With our deep brand understanding, editorial acumen and design brilliance, we’re a fitting champion for this smart market leader.

Our partnership with Savills delivers a host of content programmes that put the company front of mind for targeted buyers, sellers, landlords, tenants, investors, developers and property analysts across the world