Even the most storied brands must evolve to stay culturally relevant. And that’s precisely what P&O Cruises set out to do when it launched its official TikTok channel.
Our work to date with Britain’s favourite cruise line meant that its presence on more traditional social media platforms was already strong, but it saw TikTok as uncharted waters – and a golden opportunity. The challenge? Capturing the attention of TikTok’s trend-hungry audience in a way that felt fresh, original and engaging.
TikTok has shaken up social media with a visual style and tone unlike other channels – so this was not a case of simply repurposing content. We needed a custom strategy designed to connect in a way that felt native to TikTok’s culture. But how could a holiday brand known for polished, branded content adapt to a space defined by authenticity, humour and rapid-fire trends?
Working in close collaboration with the client team, Sunday crafted a platform-first strategy rooted in deep audience insights and rigorous competitor analysis. The goal: to define a distinct voice for P&O Cruises that felt at home on TikTok while staying true to its identity.
We developed a unique visual identity tailored for the platform and leaned into a content mix that combined trend-driven moments with timeless storytelling. This was to establish both immediate impact and long-term relevance. Between December 2024 and February 2025, we produced more than 60 original videos, ranging from candid behind-the-scenes clips to cinematic glimpses of life at sea.
Launching the TikTok channel during the peak booking season gave us a powerful head start for P&O Cruises. And the results? Smooth sailing. In just three months, the channel amassed more than 20,000 followers and millions of views. Paid campaigns smashed benchmarks, with cost-per-thousand impressions (CPMs) coming in 45% below target – delivering significant reach, cost effectively.
But the real victory? Cultural relevance. By translating its brand voice into the language of TikTok, P&O Cruises didn’t just earn views; it earned trust and instant fandom from the platform. It’s proof that with the right tone, the right stories and a bold willingness to evolve, even legacy brands can thrive in fast-moving digital spaces.
Now, with the wind at its back, P&O Cruises is set to chart a course into the future, one TikTok at a time.
“With the support of Sunday, we were thrilled to launch P&O Cruises official TikTok account. The team worked incredibly hard to develop a channel strategy and visual identity at pace to coincide with our key booking period. We are now publishing over 20 new pieces of content a month, with the channel truly bringing to life the magic of cruising and playing an important role in inspiring Britain’s holidaymakers.”
Robert Scott, Vice President Sales, Marketing & Brand, P&O Cruises