Iconic cruise line brand P&O Cruises has showcased its credentials as curators of the ultimate South Pacific experience in a new campaign via creative agency Bashful.
The 30-second ad shows the journey of an overly confident adventurer who sets out to prove he can explore the beautiful South Pacific on his own.
Eventually, the adventurer becomes a ragged castaway who slowly loses touch with reality, but all is not lost, as he finds a unique companion named Sharon along the way.
The campaign, entitled ‘The best way to see the best of the South Pacific’, also includes six 15-second content series pieces which share a deeper insight into the castaway’s journey – highlighting the benefits of P&O’s experience in finding unique locations and shore tours, and as the most enjoyable and convenient way to travel to the South Pacific.
Furthermore, the campaign includes two 15-second retail ads conveying the latest P&O ‘Oh Ship’ promotion, which offers a $1 deposit, free room upgrade and free onboard spending money for bookings until Tuesday 13 February 2018.
This is the third major campaign P&O since the brand joined Bashful. It also includes press, outdoor, digital and social media elements in Australia and New Zealand.
As part of P&O Cruise’s new sponsorship of the Big Bash League, the campaign will be broadcast during the cricket on Ten throughout the summer.
P&O Cruises’ vice president of sales and marketing, Ryan Taibel, said: “Since P&O’s first cruise on December 23, 1932, we have been discovering new and exotic places for Australians to enjoy, including our latest, exclusive destination – the Conflict Islands in Papua New Guinea.
“In 2018 we want to showcase the hugely popular and stunning South Pacific islands and reassert that the best way to see them is cruising with P&O.
“We feel the campaign from Bashful achieves this with loads of personality and some really memorable content.”
Bashful creative director Tim Chenery said: “P&O Cruises make seeing the seriously exotic locations of the South Pacific easy.
“That fact got us thinking: if you wanted to see them all, but you didn’t go with P&O, just how hard would it be? If you tried to do it yourself, it would be damn near impossible, so we had a bit of fun with this ad.”