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%.
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