Miles Calcraft Briginshaw Duffy this week launches its first work
for Princess Cruises, the US arm of P&O Cruises.
The £500,000 print campaign will run in the travel sections of the
Sunday newspapers over the next three months.
The work consists of three executions, each showing the different views
from a Princess cruise boat, and uses simple illustrations to show
scenes that can be experienced while travelling in Venice, Alaska and
The text for the Caribbean execution reads: "There are 578 things to do
on a Princess cruise. 579 if you include nothing." It runs with an
illustration of a woman lying back on a sun lounger.
Although the number of cruise holidays taken by UK travellers rises by
15 per cent per year, the sector still only accounts for a tiny
proportion of the travelling population. In 2000, only 750,000
travellers opted for a cruise, yet 14 million went on holiday.
Melissa Horn, the account director on the business, said: "It's about a
state of mind rather than age, and this is for people who are
adventurous, open-minded, and like to have a choice of how much (or
little) they do on holiday."
The campaign was written by Jason Fretwell and art directed by Greg
Media planning and buying is through Starcom Motive.