Photography Archives

P&O Cruises: pushing the boundaries of social content

Content strategy
Editorial & copywriting
Insight
Photography
Social
Video & audio

The challenge

The social travel space is crowded. To gain cut-through and engage existing and new audiences, we needed to create a distinctive social identity for P&O Cruises and harness social’s power to engage, entertain and create a strong sense of community.

To hit punchy KPIs and help P&O Cruises achieve its ambition to become the UK’s number one holiday choice, we needed a pioneering strategy that would look at new channels and the latest trends while keeping UGC, advocacy and the passions of our audience at its heart.

Our solution

From the get-go, we’ve adopted a data-led mindset to nurture existing audiences and reach new ones. Our test-and-learn approach keeps content fresh and effective. Our ambitious KPIs and rigorous reporting ensure we are agile and proactive. Robust competitor analysis helps us identify our own place in the cruise-holiday landscape. Our expertise in organic and paid strategies ensures that we target the right audiences with the right content at the right time.

Crucially, we’ve prioritised social-first, platform-native creative to be relevant, engaging and entertaining. Our social-first shoots push boundaries, including live posting to serve audiences with fresh, stimulating content that invites immediate responses.

To stay relevant and broaden our reach, we’ve pushed forward with new channels adding Pinterest and TikTok to our social armoury – the latter gives us the opportunity to showcase the excitement of cruise holidays to new audiences in a fast-paced, trend-led and authentic way (all the while retaining the brand’s identity).

We’re use influencers wisely and work hard to make sure brand partnerships come alive in relatable, relevant and channel-appropriate ways. Where appropriate, we create paid media strategies and campaigns to maximise reach and introduce extended audiences to the brand.

The results

The results are powerful.

In its first three months, TikTok gained over 17,000 followers (433% above target) with more than 57,000 profile views.

TikTok organic content generated 1.12m views (1,124% above target) while paid campaigns delivered more than 153m impressions.

Across all of our channels in 2024, we drove

31.6m

impressions

1.5m

engagements

English Heritage: Creating new connections with England’s history

Content production
Content strategy
Copywriting
Design
Editorial
Illustration
Insight
Photography
Print

The challenge

English Heritage identified the need to reset its member communication programme to ensure it aligns with its new brand vision of ‘Creating New Connections’. This included its 68-page Members’ Magazine, with more than 600,000 copies sent three times a year, and Kids Rule!, a 16-page children’s magazine distributed to those with family memberships.

This presented Sunday with an exciting opportunity to reimagine and reappraise the publishing programme to ensure that it supports English Heritage’s challenges for the years ahead.

English Heritage members' magazine double-page spread

English Heritage members' magazine cover, spring 2025

Our solution

We recommended a new content strategy, focusing on creating new connections between members and England’s heritage.

A key element of the strategy was a revamp of the members’ and kids’ magazines. We wanted to be bolder and braver, and to engage and surprise audiences with each issue. We wanted to create real moments of personal connection with English Heritage. And we wanted to win over hearts and minds by enriching readers’ experience, by showing passion, people, places and expert knowledge.

English Heritage members' magazine spread - "The Art of Wallpaper"

So, we introduced a raft of changes. We restructured the flow of the magazine, introducing clearer editorial sections and navigation, improving pace and adding surprise elements and more entry points on every page. We also improved the differentiation between features with bolder visuals.

When it came to storytelling, we looked for meaningful angles, with editorial threads that speak to different audiences. Importantly, stories had a modern-day context – real, relevant and relatable. The English Heritage story is spun into different audience motivations, such as architecture, food, gardening or wellbeing, which invites readers to think about heritage in new and deeper ways. Plus, we’ve amplified members’ stories and voices to enhance the relevance of content to them and strengthen their connection to the charity.

Our service for English Heritage is not simply print-based. Much of the magazine content is also published in the members’ section of the English Heritage website. Sunday is also the production partner for English Heritage’s series of webinars. These are monthly online lectures that are available for members to watch live, and we manage the studio and live stream.

Sailing into TikTok success: how P&O Cruises captured a new audience

Content strategy
Copywriting
Photography
Social
Video production

The challenge

P&O Cruises has a strong presence on traditional social media platforms, but the brand wanted to expand its reach and tap into new audiences by launching a dedicated TikTok channel. With only 52% of Meta users also active on TikTok, this presented a unique opportunity to engage with a fresh demographic. Our main challenge was to effectively transition to TikTok’s fast-paced and trend-driven environment while maintaining brand identity. P&O Cruises needed a strategy to quickly connect with audiences, navigate the platform’s evolving trends, and present cruising in an authentic, TikTok-native manner.

Our solution

To address these challenges, we developed a comprehensive TikTok strategy that outlined the platform’s role, identified the target audience, and highlighted the best opportunities for engagement. Our approach included:

A detailed competitor analysis to position P&O Cruises strategically on the platform
Bespoke visual identity guidelines that blended TikTok’s native style with P&O Cruises’ branding
The creation of 60+ organic and paid assets within the first three months to ensure a dynamic presence
A content approach that balanced real-time trend responsiveness with evergreen material, ensuring continuous audience engagement.
A launch strategy aligned with P&O Cruises’ peak booking period to maximise visibility and impact

The results

Our TikTok channel launch exceeded all expectations, achieving exceptional growth and engagement. In its first three months, the channel gained over 20,000 followers and millions of views. Paid campaigns have delivered significant results, with CPMs coming in 45% lower than the KPI for awareness and view objectives, maximising efficiency and reach.

By embracing TikTok’s unique format and style while staying true to the P&O Cruises brand, we have reached a wider audience on an entirely new platform, positioning the brand for continued growth and relevance in the social media space.

With the support of Sunday, we were thrilled to launch P&O Cruises official TikTok account recently. The team worked incredibly hard to develop a channel strategy and visual identity at pace, establishing an approach and commencing content production ahead of 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

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

Personal stories shine in Guiding

Content production
Content strategy
Copywriting
Design
Editorial
Illustration
Insight
Photography
Print
Social

The challenge

As Girlguiding’s main channel of communication, Guiding magazine (print and digital) and its accompanying social content needed to attract new members while retaining the loyalty of its long-serving stalwarts.

Volunteering can sometimes feel like a thankless task, so communications also had to make members feel heard, supported and appreciated.

Having long been a print-first organisation, switching to alternate print and digital issues, and then moving entirely to digital, meant supporting the organisation through a process of restructure and reprioritisation.

Our solution

We put personal stories and opinions from both girls and leaders at the heart of the content in a celebration of lived experience, marrying fun, powerful and relatable storytelling with essential updates and information.

Each issue, both print and digital, was themed, for a strong focus and to be seasonally relevant. We provided inspiration and ideas for members, by members with content that worked for its readership of volunteers and for Girlguiding as an organisation.

Girls and leaders were actively encouraged to use their voices and campaign for social and environmental causes, ensuring that Girlguiding retained its relevance as a forward-thinking, girl-centred organisation.

The results

With practical, accessible content covering everything from child safety and psychology to fundraising and getting to grips with social media, members were explicitly supported and better equipped to deal with the challenges of volunteering.

Members who were featured acted as advocates in finding new stories and successes to broadcast, creating a positive content loop.

Guiding magazine cover - "The International Issue"

85%

read all/some of guiding (reader survey)

51%

email open rate (higher than Girlguiding average)

4 minutes

average Foleon session