MCBD unveils P&O ad using election theme

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

Thursday.



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

Cruises."



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.