P&O Cruises to review £5 million account

– Another piece of locally-won Ammirati Puris Lintas business looks set to exit the newly-merged Lowe Lintas & Partners with news this week that P&O Cruises is reviewing its £5 million account.

– Another piece of locally-won Ammirati Puris Lintas business looks set to exit the newly-merged Lowe Lintas & Partners with news this week that P&O Cruises is reviewing its £5 million account.

P&O Cruises had been with Ammirati Puris Lintas since the early 1990s and had developed a particularly close relationship with its former chairman William Eccleshare. He was made redundant late last year as part of the network's merger with the Lowe Group.

Nick Burnett, brand marketing manager of P&O Cruises was not available for comment. However, Chris Thomas, managing director of Lowe Lintas, confirmed that P&O had decided to hold a "statutory review".

Thomas said Lowe Lintas had not yet decided whether to repitch for the business. P&O would follow Vision Express and the Mini in quitting as a result of the merger, should it leave.

It is an opportune time for P&O Cruises to review its advertising, since it de-merged from P&O's ferry arm this week, and faces a period of phenomenal growth.

Cruising, traditionally the preserve of older travellers, is on the increase globally as more and more baby boomers approach retirement with money in their pockets.

P&O Cruises' UK business is combining with the company's US cruises operation, Princess Cruises, to form a new division, and plans a welter of new ships. This would not only tackle the growing market, but take cruise holidays to a younger age group.

The UK business already operates four ships, including the Oriana, and is launching a new superliner, the Aurora, this year.



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