How we built a platform that gave P&O their most successful commercial year in the last 15.
P&O Brings Us All Together
Despite being Australia’s oldest, most preferred and considered cruise company, in 2023 P&O was facing major challenges. They couldn’t keep up with bigger, newer players, last minute sales were impacting yield, and in absence of a clear platform, a highly valuable ‘new to cruise’ didn’t understand what P&O actually offered. And so, we looked at the one thing P&O had been doing for over 90 years.
Connecting Australians.
P&O ‘Brings Us All Together’ was an idea embedded at an organisational level that set out to celebrate and facilitate the countless ways P&O delivered meaningful connection aboard every one of their cruises.
We refreshed the brand identity and tone, building their design around the ampersand found in the brand’s logo - a symbol that quite literally connects things.
Photojournalists captured real moments of connection on board.
We worked with Baz Luhrman’s musical director Cameron Bruce to recompose Fleetwood Mac’s song ‘I want to be with you everywhere’, and got over 300 passengers, brand fans, entertainers and crew onboard to sing the choral rendition as a live event.
The platform extended beyond comms and impacted everything from the menu to the call centres to the mascot design.
Impact