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

LONDON - 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 £1.5m 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 £5m 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%.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

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).