The glitz. The glamour. The spreadsheets?
Our client P&O Cruises is the headline sponsor of the BAFTA TV Awards. To highlight the partnership, Sunday was tasked with bringing the event, held at London’s Royal Festival Hall in May, to life across P&O Cruises’ digital channels.
We created a suite of assets that connected P&O Cruises with British TV lovers in a way that felt both premium and playful, driving awareness – and sales – in the process.
Of course, for an event as esteemed and complex as this, the plotting and planning starts months in advance.
Working with multiple teams at P&O Cruises, we created a detailed deliverables tracker for content across all channels to streamline production flow, collaboration and approvals.
We then released content in phases, from announcing the nominees of the P&O Cruises Memorable Moment Award and prompting the public to vote, to posting in real time from the event.
On the day, we had a small team on the red carpet, on the winners’ run and in an editing suite. In collaboration with red carpet host Laura Whitmore, we filmed celebrities strutting along the South Bank and captured genuine emotional reactions after they’d won awards, turning the assets around at lightning speed.
We also had the pleasure of attending an exclusive reception with P&O Cruises’ guests before the ceremony and at a party after the event, giving us the chance to capture reportage brand photography, video content, vox pops, editorial interviews and stills.
This was our third year at the BAFTA TV Awards, and we can proudly say it was our most impactful. For the first time, our Sunday social team captured low-fi, social-first content – both film and photography – in line with our strategy and tailored to our channels.
From the ever-evolving content calendar, copy and template assets to the sign-off process, roles and responsibilities, tech checks and back-up plans, thorough preparation made the day run like clockwork. As did briefings and communication: when everyone knows where they’re supposed to be, everyone wins.
We regularly work across multiple areas of P&O Cruises’ business, so we already know the importance of maintaining good relationships. This is especially true on a day like the BAFTAs.
When working with internal stakeholders, different agencies, PR companies, photographers and videographers, it’s essential to work together so everyone can capture what they need. We’re all working to the same goal, after all.
And that goal yielded results that were as eye-catching as the stars themselves: 140 assets created, 47 real-time posts and 4.6m organic views (+283% YoY).
Whether we’re on the red carpet or the deck of a cruise ship, working with P&O Cruises is always an adventure. Here’s to many more.