The biggest campaign in P&O Cruises history
The biggest campaign in
P&O Cruises history
When P&O Cruises signed Gary Barlow as the music director of the 710 Club for their new ship Iona, Sunday created the brand’s biggest and most ambitious campaign yet, and a suite of stellar content.
Insight | Content strategy | Editorial & copywriting | Design | Photography | Print | Social | Video & audio
This bold move by P&OC required a bold response. Taking Gary’s effortless style and authority as our cues, the campaign is pared-back, confident and cool – this fresh look for the brand attracts new audiences.
Gary’s personal feedback on our work:
Superb! Extremely classy
The top-secret ‘reveal’ and content rollout was meticulously planned, including an intimate studio video shoot with stills by Chris Floyd, a reportage-style stills and video shoot in a German shipyard, Q&A press videos with Gary and a launch event with Gary performing live.
Our video, photographic, social, print and PR assets exceeded all expectations. Beyond client channels, they were picked up by TV, national press and social media to give priceless coverage. This co-ordinated, groundbreaking campaign took brand engagement to a new level for P&O Cruises.
Landing-page views
New-to-site visitors
4.6m
Total reach on Facebook
See more of our work