Attracting a New Generation of Travellers
P&O Cruises, a leading name in the luxury cruise industry, enjoys a loyal customer base. However, the brand faced a significant challenge: appealing to the “Explorers” – travellers seeking new premium experiences who, until now, had never considered a cruise.
Often held back by preconceptions — lack of space, limited value, or too little time spent in destinations — these travellers still associated cruising with a restrictive experience. P&O Cruises’ ambition was clear: to change these perceptions, spark curiosity, and inspire this discerning audience to see cruising as a genuine alternative to traditional luxury holidays.
An Immersive and Elegant Pop-up Bar
To turn these barriers into opportunities, we designed a premium and unexpected experience, far removed from the traditional codes of cruise marketing.
In collaboration with our UK agency N2O, we created and launched a luxury pop-up bar, strategically placed in two high-footfall locations — Bluewater and Westfield — to capture the attention of potential travellers in their everyday environment.
Visitors were invited to:
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Sip mocktails inspired by P&O Cruises’ most stunning destinations.
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Discover immersive panoramas evoking the freedom and escape of travelling by sea.
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Enjoy refined hospitality that mirrored the premium onboard experience.
Without immediately revealing the brand, we crafted an unexpected moment of relaxation, sparking emotion and curiosity before opening a deeper conversation about cruising.
A Carefully Structured Rollout for Maximum Impact
The campaign followed a precise rollout plan to ensure maximum effectiveness:
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Preparation: design of a premium pop-up aligned with the message “Holidays Like Never Before”, featuring a panoramic screen showcasing P&O destinations and an interactive quiz to personalise recommendations.
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Training: selection and preparation of Cruise Specialists, tasked with reassuring, advising, and supporting visitors.
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Activation: launch in Bluewater and Westfield shopping centres, offering mocktail tastings, interactive quizzes, and engaging conversations with specialists.
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Engagement: a prize draw to win a 14-night Caribbean cruise, combined with a personalised email campaign, extended the experience beyond the event.
This innovative approach successfully shifted perceptions and created desire, laying the foundation for a lasting relationship between P&O Cruises and a new generation of travellers.
