The World: Sydney - P&O appoints BMF for repositioning initiative

P&O Cruises has hired Sydney's BMF to handle a major repositioning of its brand in the wake of negative publicity surrounding the death of a passenger.

The repositioning initiative, P&O's first for more than 20 years, will cover both Australia and New Zealand.

Ann Sherry, the chief executive of Carnival Australia, which operates P&O cruises, said it provided the opportunity to "demonstrate our commitment to the wellbeing of our passengers".