P&O Cruises has picked Miles Calcraft Briginshaw Duffy to handle
creative work on its pounds 6.5 million account as it attempts to build
on its leading position in one of the fastest growing sectors of the
The decision renders P&O the biggest client at MCBD, which won the
business in competition with Abbott Mead Vickers BBDO, its first pitch
against the agency from which its founding partners, including Jeremy
Miles, broke away.
P&O was cut loose by Leo Burnett after only eight months because of
moves by the agency's Walt Disney client into the holiday cruise market.
Bartle Bogle Hegarty and Publicis also contested the business.
MCBD's appointment is the precursor to an expected TV and poster
campaign breaking in the autumn. Media buying remains with Starcom
Motive, which was appointed to the business in last June.
The advertising is likely to exploit research showing that, of the six
million ABCl adults in Britain, 1.5 million have said they are 'fairly
likely' to go on a cruise.
The new agency's work will strike a balance between the need to attract
younger customers without alienating P&O's core market of people aged 45
A 15 per cent annual growth has turned cruising into one of the most
rapidly expanding sectors of the holiday market.
P&O, the market leader, operates four ships, including the Oriana and
the Aurora. The assignment will also include P&O's Princess Cruises
brand although this is primarily aimed at the US market and has never
been advertised heavily in the UK.
Agencies competing for the business have been briefed to convert more
waverers into firm customers. The new advertising is expected to focus
on the shipboard experience of cruising and help overcome the fear some
would-be customers might have of feeling 'trapped' on a ship.