P&O Cruises Debuts ‘The Good News Sale’ Campaign Via Bashful

P&O Cruises Debuts ‘The Good News Sale’ Campaign Via Bashful

Bashful, Sydney has revealed its sixth campaign for P&O Cruises Australia “The Good News Sale” – the next instalment in the independent agency’s creative work alongside the leading cruising brand.

Over the last five campaigns, Bashful has used a distinctly Aussie humour to tell brand and product stories, yielding positive business outcomes.

The “The Good News Sale” campaign features a variety of “bad news” situations where cheerier news is delivered to soften the blow.

The good news? P&O Cruises is offering a $1 deposit and free onboard spending money.

P&O Cruises is partnering with the 7 Network’s Big Bash League – launching with the WBBL on December 1, with four 15″ TVC executions to ensure the campaign remains fresh throughout the three-month sale period.

In addition to free to air and subscription TVC the videos will also appear online and be supported by digital display.

In New Zealand, the TV activity will also be supported with OOH.

Bashful creative director Tim Chenery said: “Now you can book a P&O Cruise for just a $1 deposit. That’s really good news.

“The good thing about good news is it makes bad news a little easier to swallow.

“The Good News Sale continues the irreverent style of humour that’s helped to make the P&O brand distinctive in the cruise category.”

P&O Cruises marketing director Narelle Riley said: “The cruise category goes on sale in summer every year, so it is essential that our offers stand out. A $1 deposit is seriously good news for Australian cruisers.

“We love the way the campaign celebrates our great offer while delivering entertaining advertising that captures the P&O Cruises sense of humour and personality.

“We are looking forward to a strong sales result and to giving Aussies a good chuckle while they are enjoying the upcoming summer of cricket.”


Creative Agency – Bashful

Creative Director – Tim Chenery

Senior Copywriter – Dan Barrett

Strategy Director + Partner – Strategy Director

Senior Account Director – Felicity Andrews

Producer – Amanda Collins

Production Company – The Otto Empire

Director – Luke Shanahan

Executive Producer – Cathy Rechichi

Producer – Linzee Harris

Post Production – The Editors

Sound – Sonar Sound

Casting – i4 Casting

Media Agency – MediaCom

Client Partner – Michael Waymouth

Group Client Services Director – Tom Charles

Client Director – Chelsea Dominski

Marketplace- Investment Director – Emma Smallwood

Marketplace – Investment Senior Executive – Lindsay Beeren

Marketplace – Digital Investment Manager – Nicolas Hinchley

Marketplace – Digital Investment Executive – Steward Hansen

Client – P&O Australia

VP Sales & Marketing – Ryan Taibel

Marketing Director – Narelle Riley

Marketing Manager – Brand and Content – Nicola Wyllie

Marketing Manager – Retail and Trade – Nola Melamet

Marketing Coordinator – Kate Compton

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Bashful campaign P&O Cruises the good news sale

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