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The biggest campaign in P&O Cruises history

The biggest campaign in
P&O Cruises history

When P&O Cruises signed Gary Barlow as the music director of the 710 Club for their new ship Iona, Sunday created the brand’s biggest and most ambitious campaign yet, and a suite of stellar content.

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

This bold move by P&OC required a bold response. Taking Gary’s effortless style and authority as our cues, the campaign is pared-back, confident and cool – this fresh look for the brand attracts new audiences.

Gary’s personal feedback on our work:

Superb! Extremely classy

The top-secret ‘reveal’ and content rollout was meticulously planned, including an intimate studio video shoot with stills by Chris Floyd, a reportage-style stills and video shoot in a German shipyard, Q&A press videos with Gary and a launch event with Gary performing live.

Our video, photographic, social, print and PR assets exceeded all expectations. Beyond client channels, they were picked up by TV, national press and social media to give priceless coverage. This co-ordinated, groundbreaking campaign took brand engagement to a new level for P&O Cruises.

Image Of Gary Barlow In P&O Cruises' Launch Online

Landing-page 
views

New-to-site 
visitors

4.6m

Total reach 
on Facebook

See more of our work