New logo heralds ‘contemporary’ era for P&O Cruises

P&O Cruises has dropped the famous flag from its logo in a move to modernise its image and reflect a new “contemporary era” for the line.

The flag, first used 30 years ago, will be replaced by a rising sun emblem that will be used on all correspondence, websites and ships.

The phased roll-out of the new identity will begin in April and be completed by mid-2007.

News of the new-look emerged as the company unveiled a revamped trade and consumer website.

The line stressed it was crucial for agents to communicate the change to customers, many of whom have come to symbolise P&O with the existing logo.

“Agents will need to explain the reasons for the change – that P&O Cruises is improving and developing as the cruise market grows and demographics broaden,” said head of brand marketing Philip Price. “Their customers will be curious and may not recognise the new logo.”

He said customers have a “strong emotional attachment” to the brand which has been driven by the unique “Britishness” of the experience.

“We believe our new identity will resonate with them, as well as with potential new passengers,” stressed Price. “Agents and customers will perceive a more vibrant look and modern feel in all our communication with them whilst being reassured that P&O Cruises retain its core values.”

To retain its heritage – and perhaps to appease traditionalists – the P&O flag will continue to fly from its five British-based ships.

Managing director David Dingle said the new brand follows a shift in passenger demographics.

“P&O Cruises has grown and developed as a brand and its passenger demographic has broadened and evolved with it,” he said.

He said the introduction of Arcadia and planned launch of Ventura in 2008 was “heralding a more contemporary era for P&O Cruises.”

P&O will launch the logo to the trade on Friday followed by agent training from its trade arm Complete Cruise Solution.

Meanwhile, the new website has been overhauled to include virtual ship tours, destination videos and interactive maps. It will also feature a section for first-time cruisers, which contains more basic information, and one for experienced customers.

Commercial director Nigel Esdale said it wanted to create a more interactive experience for agents and consumers.

“The website is often the first port of call for people planning a cruise holiday,” he said. “With the rise in travel-related online research it is imperative that visitors find browsing and navigating our site as simple but informative as possible.”