P&O aims to lure empty nesters
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P&O Cruises will target empty nesters with its new multi-million pound advertising campaign launching on Boxing Day.
The television, print and online promotion aims to give a “fresh approach to promoting cruise holidays on television”, according to P&O’s marketing director Christopher Edgington.
Activity will run until the end of March on ITV and Channel 4 from the company behind the recent Lego advertisements.
“We’ve turned up the volume, literally and figuratively, to give a fresh approach to promoting cruise holidays on television. Our new TV advertising campaign breaks new ground for P&O Cruises with an infectious soundtrack and storyline designed to appeal to empty nesters, those people who are looking for some indulgent me time now the children have left home,” explained Edgington.
“Our extensive research shows that this life stage has the greatest potential for us, as Britain’s favourite cruise company, and we are targeting them with an upbeat message about the appeal of cruising which they may not have considered before. For years they have been compromised in their holiday behaviour by the differing needs of a growing family. The campaign is design to have emotional appeal and then a rational trigger as the audience identifies with the characters. Now is a new chapter in their lives and it is time for them,” he added.
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