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Australia

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2018

The Best Way To See The Best Of The South Pacific

Agency

Bashful

Client

P&O

Awards

Silver

Travel, Leisure & Media

Summary

To skip the traditional price-driven contest during the Australian cruise industry’s biggest sales period, P&O ignored the key category drivers of price and hardware and went back to our core business - South Pacific itineraries. We turned war stories from our production team into a driving insight; travelling the South Pacific without P&O is more than a little difficult, while travelling with us is a dream. Our campaign, The Best Way To See The Best Of The South Pacific brought this to TVs during the summer of cricket. The result? P&O's best sales period in its 85-year history.

Case study

2018 Travel– Leisure & Media – The Best Way To See The Best Of The South Pacific

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Credits

Vice President of Sales and Marketing	Ryan Taibel	PO Cruises
Marketing Director	Narelle Riley	PO Cruises
Digital Marketing Lead	Madeline Wong	PO Cruises
Retail Marketing Specialist	Nola Melamet	PO Cruises
Brand and Content Coordinator	Emily Taylor	PO Cruises
Strategy Director and Partner	Guy Marshall	Bashful
Strategist	Samuel Rees	Bashful
Creative Director	Tim Chenery	Bashful
Senior Copywriter	Dan Barrett	Bashful
Senior Designer	Simon Macias	Bashful
Client Services Director	Jade Ramsey-Elliot	Bashful
Senior Account Director	Felicity Andrews	Bashful
Chief Strategy Officer	Mike Deane	Mediacom
Investment Director	Emma Smallwood	Mediacom
Digital Manager	Nick Hinchley	Mediacom