Miles Calcraft Briginshaw Duffy has created its first advertising
for P&O Cruises, which uses a topical election theme.
The tactical execution aims to make people feel warmer toward the brand,
and to keep the P&O Cruises marque front-of-mind before the company's
main branding campaign breaks later in the year. A second tactical
execution will break before the branding campaign.
The execution features a prominent headline saying "The choice of
floating voters". The line runs next to a picture of P&O's Oriana,
floating on a deep blue sea, complete with the P&O flag on its bow.
The 48-sheet posters will run in London from today, and will be backed
by full-page ads in the national newspapers on election day - next
The ad was written by Malcolm Duffy and art directed by Paul Briginshaw.
Media planning and buying is by Starcom Motive.
Melissa Horn, the P&O Cruises account director at MCBD, said: "During
the run-up to the election, we just wanted to make people smile and feel
that P&O Cruises has a good sense of humour."
Carol Marlow, the sales and marketing director of P&O Cruises, added:
"We thought the concept was topical and a clever play on the floating
theme. What we are saying in effect is, as the market leader, the
decision for potential passengers is an easy one - choose P&O
The agency won the pounds 7 million P&O Cruises account in April
following a com-petitive pitch. The business had been handled by Leo
Burnett, which resigned the account owing to a clash with its
international Walt Disney business.