Editorial & copywriting Archives

P&O Cruises Talent of Tomorrow

Content production
Content strategy
Design
Editorial & copywriting
Photography
Social
Video production

The challenge

P&O Cruises wanted to leverage its partnership with Gary Barlow to create Talent of Tomorrow, a competition that would spotlight young musical talent, engage new audiences, and enhance its brand story. The challenge was to deliver an X-Factor-style campaign across social and digital platforms, capturing the drama of auditions, mentorship, and a grand finale while driving meaningful audience participation through a public vote.

Ky, entrant in P&O Cruises' Talent of Tomorrow competition

Entrants in P&O Cruises' Talent of Tomorrow competition

Our solution

Sunday designed an 8-month social-first campaign featuring multiple shoots aligned with Gary Barlow’s schedule. Key elements included:

Auditions at The Academy in Southampton, where 10 finalists performed for a panel led by DJ Dev Griffin.
A mentoring day aboard Iona with Gary guiding the top three finalists.
A finale in Lisbon, where Gary introduced the winner, Faith Simon, who performed her original song live.

Content included high-quality videos, blogs, and Q&As, with a priority on paid media for audience reach. Organic channels amplified engagement, particularly on Instagram, while CRM emails and blog posts drove traffic to the Talent of Tomorrow hub for deeper storytelling.

The results

The campaign smashed all KPIs:

Paid Social: 6.3M impressions (189% above target) and 4.9M reach (311% above target).
Organic Social: 1M video views, with Instagram exceeding KPIs by 700% and 57% of viewers being new to P&O Cruises.
Website Traffic: 9,759 blog visits (53% from paid social, 50% new visitors).
Opt-In Leads: 82% of entrants and 54% of voters opted into marketing communications.

The campaign not only exceeded marketing goals but celebrated young talent in an era of diminished arts funding. With powerful stories of creativity and hope, Talent of Tomorrow established a lasting emotional connection between P&O Cruises and its audience.

Faith, entrant in P&O Cruises' Talent of Tomorrow competition

Charly, entrant in P&O Cruises' Talent of Tomorrow competition

A fashionable new look for Avon

Brand visual identity
Design
Editorial & copywriting
Photography
Print
Social

The Challenge

Avon wanted to redefine and reposition its range of fashion, home and wellness products to enhance its appeal among women of all ages, both in the UK and in developing markets around the world.

Our task was to create a dynamic customer experience using sophisticated storytelling that resonates with both new and heartland consumers and increases commercial activity across the range.

Our Solution

We created Nova – a self-contained ‘catazine’ inserted into Avon’s monthly printed beauty brochure – which showcases the latest fashion, home and wellness trends, making them relevant and accessible for Avon’s customers.

Across 40 pages, bespoke photography features authentic, diverse models in aspirational yet relatable lifestyle scenarios, mirroring the diversity of Avon’s global customer base. These images are interspersed with artful still-life product shots to add pace and variety to each issue.

Rather than simply group the products by category, we curated editorial-style features – themed around seasonal cues, co-ordinating colours or catwalk trends – to further engage readers and maximise cross-selling opportunities by encouraging customers to ‘shop the look’.

Snappy, shoppable editorial and handy how-to guides highlight each product’s benefits and style credentials, while bold headlines and eye-catching callouts dial up the on-trend aspects and tap into readers’ FOMO on limited-edition items.

We also created dynamic video content to tease the launch of Nova and engage new audiences on Avon’s native social channels. With its fresh visual identity, Nova reflects the Avon brand: empowering, confident, authentic, inspiring and inclusive.

The results

Nova is delivered as a self-contained bound insert within Avon’s monthly brochure, clearly establishing Nova’s distinct identity and enhancing standout.

The ICAEW Resilience and Renewal campaign

Content production
Content strategy
Design
Editorial & copywriting
Photography
Social
Video production

The Challenge

The Institute for Chartered Accountants in England and Wales (ICAEW) is a world-leading professional organisation with over 200,000 members and students across 148 countries.

The objectives of the ICAEW Resilience and Renewal campaign were to address the UK’s macroeconomic challenges: poor productivity, a growing skills shortage, and barriers to international trade.

These issues required actionable solutions from businesses and chartered accountants alike. ICAEW wanted to position itself as a key thought leader in driving resilience and renewal while engaging a diverse audience of policymakers, members, and sustainability professionals. The campaign needed to deliver high-quality, compelling content that resonated across regions and sectors.

Solution

We collaborated with ICAEW to produce a groundbreaking docu-series showcasing six inspiring businesses across England, Scotland, and Wales to highlight how ICAEW members were helping to address the UK economy’s challenges through micro-solutions.

The production elevated the storytelling with cinematic techniques and dynamic filming that showcased contributors in action. The campaign also featured cross-channel content, including expert interviews, practical advice articles, podcasts, and case studies. Strategic promotion across paid and organic channels targeted “Grade A” audiences, including policymakers and business leaders, and sustainability professionals.

The Results

The campaign successfully demonstrated how ICAEW members and businesses are tackling critical challenges, reinforcing ICAEW’s position as a major voice in the UK economic landscape.

The campaign achieved exceptional reach and engagement:

Nearly 3 million impressions and 1 million video views across social platforms, with view-through rates outperforming benchmarks (35% vs. 28%).
A targeted audience of MPs and decision-makers generated 7.5k click-throughs during the run-up to the 2024 General Election.
Significant press exposure, including a BBC Breakfast feature and a column in the Western Mail.

ICAEW’s thought leadership was underscored in policy discussions, including a letter to the Chancellor ahead of the 2023 Autumn Statement.

Very proud of our new content series… tackling economic issues to build a more resilient future.
Michael Izza
former ICAEW Chief Executive

A vital relaunch for ICAEW students

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

THE CHALLENGE

ICAEW was facing a decline in student engagement with its traditional content offering, VITAL, as students progressed through their academic journeys. The challenge was to provide content that resonated with digital-native students, who are inundated with information and demand relevant, easily accessible, and dynamic resources. The existing model did not deliver timely, engaging, or impactful content, risking a disconnect between ICAEW and its future members.

Mobile phone screen displaying the ICAEW student podcast

Image of Student Insights on a laptop screen

OUR SOLUTION

To address this, ICAEW collaborated with Sunday to reimagine its student content strategy. The result was Student Insights, a vibrant digital program tailored to meet students’ preferences and needs. The offering includes:

A digital content hub with engaging formats such as interviews, Q&As, quizzes, and quick-read guides.
Social-first content assets optimized for Instagram, Facebook, and LinkedIn, utilizing gamification, short-form videos, and live Q&As to drive interaction.

A monthly email campaign reaching over 38,000 students globally with curated guides, updates, and international case studies tailored to study schedules and topics of interest.
A dedicated podcast series featuring compelling stories and expert insights, tackling global causes like climate change and gender equality that resonate with students.

Sunday ensured that all content was engaging, relevant, and delivered in the right formats to foster interaction and emotional engagement.

THE RESULTS

Increased social engagement across social channels

An increased CTR from email to website
Continual analysis and creation of different communication channels including LinkedIn newsletter
A dedicated podcast which consistently exceeds our baseline launch metrics

Working with the Sunday team on our new Student Insights podcast project has been a great experience. From their knowledge of recording studios, to choosing compelling topics, to organising contributors in record time; they have made the whole process a breeze. We are very happy with the outputs so far – and look forward to evolving the series alongside other content
Alexis Drake
Senior Marketing Manager, ICAEW

Ocado does beauty

Design
Editorial & copywriting
Illustration
Photography
Print

The challenge

The commercial team at Ocado saw a chance to capitalise on increased consumer spending on beauty during the festive period and tasked Sunday to identify opportunities to generate additional revenue streams by leveraging the excitement around the Christmas season.

This presented a challenge: how could we create a campaign that would revamp and revitalise Ocado’s beauty offering while driving meaningful sales and encouraging customer engagement?

Products from the Ocado Little Book of BBeauty

Cosmetic products from Ocado's Little Book of Beauty

Our solution

With a special emphasis on the annual Christmas party, our creation, the Little Book of Beauty, is a 16-page insert that editorially highlights and champions the best offerings from the Ocado beauty section.

Stunning studio photography and incisive editorial guided readers through their festive preparation rituals with ease. We curated product categories to reflect celebration styles: ‘Party people’ embraces a glamorous look, while ‘Nature’s elegance’ promotes organic simplicity for a perfect night out. In the unwind segment, customers find pampering essentials for a post-party relaxation ritual.

The results

By choosing an insert format, we ensured the featured beauty products didn’t get lost in the body of the main OcadoLife magazine during the busy Christmas period.

The high-quality visuals and curated content in a discrete insert effectively elevated Ocado’s beauty offerings during a time when consumers are bombarded with seasonal promotions.

And the results are overwhelmingly positive: a sales uplift of 1,953% across all featured products demonstrates the power of curated editorial content on consumer choice during a traditionally busy seasonal period.

The revival of The Roebuck

Content production
Design
Editorial & copywriting
Photography
Social
Video production

The much-loved Roebuck on Richmond Hill had been lovingly reclaimed, restored and elevated by the Greene King group, and reopened with a brand-new, more premium proposition. Everything from the food and drinks menu to the décor and the service had had a thoughtful and beautiful facelift, offering existing and new customers the ultimate quintessential British pub experience.

We set about planning and delivering our social-first campaign for the pub relaunch, aimed at boosting engagement among loyal customers, increasing and sustaining growth of traffic and engagement on their social channels, and raising awareness among new audiences who they knew were going to love the pub’s transformation.

Fish and chips at Green King's pub, The Roebuck

Our solution

To create excitement for the relaunch of the Roebuck in a hyperlocal market, the content needed to work in conjunction with paid, influencer and community management activity. We collaborated closely with the marketing team at Greene King to develop a suite of inspirational organic content that helped retain new followers brought in through other channels, while simultaneously building up and maintaining an organic following.

Our campaign assets celebrate everything that makes the Roebuck special, showcasing the people who love it, the beautiful venue and its environs, its rich heritage and delicious food and drinks menu, with a particular focus on the ever-popular Sunday roast. To encourage further engagement and motivate people to visit, our social team created a series of gamification and poll assets for the pub’s local audience to interact with while telling its intriguing story through fun trivia.

The results

Our strategy worked. For the first 10 weeks of the campaign, Greene King Instagram followers increased by 43% and Facebook followers increased by 8.5%. Reach on Instagram increased by 60% and engagement is up 10.8%, with figures continuing to rise. Sentiment on posts was overwhelmingly positive, and visitor numbers increased so much that we had to refocus the social content away from the food to the drinks as the pub was struggling to meet demand for table bookings.

We knew that choosing to work with an agency of Sunday’s calibre would allow us to deliver more premium content for the relaunch our landmark pub. It was important that the attention to detail of The Roebuck’s refurbishment was reflected in both our social content and paid media, so Sunday were also commissioned to produce the photography for our ATL launch media campaign. Not only have we achieved the performance we hoped, but they have been a joy to work with too.
Clare Wiggins
Brand Lead, Greene King pubs

A luxury offering for luxury real estate

Content strategy
Design
Editorial & copywriting
Illustration
Insight
Print

The challenge

With a global presence spanning 49 countries and territories, Christie’s International Real Estate sells the world’s finest homes. It came to us to help grow an editorial publication, establish its voice in a crowded international market and align itself with parent company Christie’s auction house.

Our solution

We’ve evolved the original 30-page catalogue of listings into a luxurious lifestyle magazine with 200+ pages of rich editorial (covering homes, design, architecture, arts and culture) and a global listings section. In addition, an exclusive periodic publication, The Luxury Edition, showcases the brand’s ‘best of the best’ property portfolio.

Our online content for the Luxury Defined digital hub completes this offering, with bespoke lifestyle content, property market insights and luxury real estate roundups. The website receives benchmark-defying engagement rates – users spend more than five minutes per session on the site, in an industry where the standard dwell time is less than two minutes.

A rewarding read for Vaillant’s loyal installers

Content strategy
Design
Editorial & copywriting
Illustration
Photography
Print

The challenge

Vaillant is one of Europe’s leading manufacturers of heating systems, from high-quality boilers to cutting-edge renewable solutions. Vaillant’s partnership with its UK-wide network of self-employed installers is crucial, and it rewards them for installing its products through the Advance loyalty scheme.

Our solution

Vaillant wanted to communicate with its installers more effectively by providing them with the tools and support to help grow their business, updating them about new products, and highlighting the rewards and support on offer. Our solution is Advance, a twice-yearly print magazine providing a lively mix of news, product innovations, installer interviews, business tips and technical knowhow across 24 pages, showcasing the benefits of the Vaillant brand while thanking installers for their ongoing loyalty.

Advance’s straight-talking content and accessible format is ideal for engaging busy, on-the-go tradespeople. As a result, it helps to boost installers’ businesses, strengthen their loyalty to the brand and reinforce the feeling that they are part of the Vaillant family.

Advance magazine really helps us to support and engage with our installers, and they enjoy and value the content. The last issue was the best one ever
Aneta Richardson
Campaigns Manager, Vaillant

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.