Ocean Village seeks creative agency for £1.5m launch brief

Ocean Village, the P&O Princess cruise venture set to launch next year, is talking to creative agencies about its £1.5 million account.

The ferry operator is approaching a number of undisclosed agencies through Agency Insight with a brief to take its new brand to a younger demographic than that traditionally associated with cruises.

P&O is also launching the brand in a bid to move into the cruise segment of the UK holiday market, which, despite being a fast-growing sector, still represents a small proportion of all UK holidays.

It announced the intention to launch the new brand in April. Ocean Village is set to launch formally in May 2003 at a cost of around £5 million.

P&O is expected to use a blitz of press and television advertising to announce the cruise liner's impending launch to a young and active customer base aged from 35 years. P&O recently called a review of its PR activity, and last month appointed the digital media agency Rufus Leonard to create a website.

Tying in with its brochure launch last month, the company sent hundreds of agents mailshots featuring the strapline: "See more, do more, be more. It also sent body lotion, sunglasses and water pistols in an attempt to illustrate what an Ocean Village holiday will involve.

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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).