Agencies line up as P&O bids to attract younger cruise fans

P&O Princess Cruises is looking for a media agency to handle the launch of its Ocean Village brand.

Ocean Village, which aims to lure young cruisers to the seas, will be backed with a £1.5 million media spend. P&O is initially looking to hire a media planning and buying agency and will then decide whether to appoint a creative agency.

P&O is investing more than £5 million in a refit of one of its ships which will be redesigned in a more informal style. It will then package week-long holidays for a young audience.

Media for the core P&O brand is handled by Starcom Motive. Creative is through Miles Calcraft Briginshaw Duffy. BLM Media works for P&O's other brand, Swan Hellenic.

P&O's bid to make cruising cool will see the revamp of its Arcadia cruise ship with more bars and activities for a younger audience. P&O's attempt to find a new type of holidaymaker follows last year's downturn in bookings from the US after 11 September. At one point passenger numbers were down 70 per cent.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).