Cruiselings: a new breed of FOMO

Cruiselings: a new breed of FOMO
By admin


P&O Cruises has launched a new advertising campaign that has been billed as its biggest yet, and that urges ‘earthlings’ in Australia and New Zealand to escape to another world with a P&O Cruise.

The campaign, which kicked off yesterday, endeavours to convert more ‘earthlings’ into ‘cruiselings’, and will roll out in print and online, as well as television across Australia and New Zealand from this Sunday, before moving to billboards and cinemas at a later date.

Using Master & Commander and Crocodile Dundee Director Russel Boyd as Director of Photography, the television commercials feature a soundtrack by the Prague Philharmonic Orchestra, and dynamic 'fantastical' imagery and locations to convey a sense of freedom.

P&O Cruises’ loyal fans can enjoy a sneak preview of the TV commercial from this Friday on the cruise lines’ Facebook page, with followers invited to win a place on the inaugural cruise of one of its latest ships, Pacific Aria, by composing their own 30-second song online with a special ship horn keyboard.

The new campaign comes as P&O Cruises enters a significant period of growth in Australia and New Zealand with the cruise line’s two latest ships, Pacific Aria and Pacific Eden, joining its existing three superliners in November next year, taking the fleet to five vessels.

P&O Cruises marketing and distribution director Simon Cheng said the “Be Free Earthlings” campaign built on the cruise line’s brand repositioning launched in July with the new “Like No Place on Earth” messaging.

“P&O Cruises is about to enter a new era of cruising with its biggest ever fleet so we really wanted an advertising campaign which would make people appreciate how a cruise holiday takes you to another world, free from the routine of life,” Cheng said.

“This campaign really conveys the feeling of escape, freedom and space that a P&O cruise delivers.”

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