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Sexist, insensitive ads lands P&O in hot water
An advertising campaign that promoted cruises with images of bikini-clad women using the slogans, “seamen wanted”, “more girls” and “more fun on board for men’, by P&O Cruises in 2003 has resulted in the cruise line having to issue a public apology.
The postcards were highlighted at the inquest into Dianne Brimble’s death on the Pacific Sky and the deputy state coroner, Jacqueline Milledge, labelled them sexist and offensive.
P&O said yesterday: “The advertisements, which were produced as part of a limited regional campaign that ran for a short time in late 2003, are unacceptable and are not the way we represent our company today”.
They added, “They are insensitive, do not represent our values and we apologise for any offence.”
Jetset’s logo and telephone number appeared on the postcards above the legend: “More sun. More girls. More guys. There’s nothing else a guy needs to know.”
Travel agents distanced themselves from the ads, with AFTA’s Mike Hatton, saying, “We only market what P&O gives us”.
The public apology comes at a difficult time for P&O, still reeling from the death of Ms Brimble and the attendant exposure of its management aboard the vessel in the courts, in addition to regular vessel breakdowns and engineering issues with its older vessels, outbreaks of disease, drug use and alcohol abuse being reported aboard P&O Cruises vessels.
Report by The Mole
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