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.