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P&O Cruises Appoints New Creative Agency
After a disastrous few years, with significant and some believe irretrievable brand damage, P&O Cruises has announced that is is embarking on its most significant brand repositioning in more than 20 years with the appointment of a new creative agency.
World-class creative agency, BMF, will work with P&O Cruises to review and reposition its branding in both Australia and New Zealand, with Ann Sherry, Chief Executive Officer of Carnival Australia which operates P&O Cruises, saying the time was right for the company to reposition and redesign its branding.
“This is the first time we’ve conducted a major overhaul of our brand for about 20 years so this is a very exciting time to partner with our business,” Ms Sherry said.
“P&O Cruises is already the country’s leading cruise company and will carry about 150,000 passengers on fantastic holidays in 2008 – an increase of about 50 per cent over the past three years.
“However, there is no doubt that our brand has been under pressure in recent years following some very tough challenges to the operation of our business, and our research confirms this.
“The review of the P&O Cruises’ brand is an opportunity to ensure we remain contemporary, fresh and are able to reach new customer markets in the competitive travel sector.”
“It is also an opportunity for P&O Cruises to tell our customers about our fantastic itineraries, the unique features of our product and demonstrate our commitment to the wellbeing of our passengers.”
BMF’s appointment followed a competitive tender process.
Matthew Melhuish, CEO of BMF said: “This is a very exciting time for P&O Cruises and we are thrilled to have been selected to partner them to achieve their vision for the business. We are really looking forward to working with Ann Sherry and her team.”
Ms Sherry said the company had aggressive growth plans over the next few years, starting with the arrival of P&O Cruises’ new flagship, the 70,000 ton, 2050-passenger Pacific Dawn, which will become Australia’s first superliner when she debuts in Sydney on Thursday, November 8.
Pacific Dawn will be named by Olympic gold medallist Cathy Freeman in a spectacular event at Sydney’s Circular Quay, which will feature a giant light projection show across Sydney Harbour.
Report by The Mole
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