Amid the January blues, P&O Cruises worked with Pablo London to highlight potential new, and extraordinary, holiday experiences for the coming year. Looking to promote a new way of holidaying, the campaign presents cruises as a way to ‘Holiday Like Never Before’.

Launched in January, the campaign strives to platform new experiences. Leaning on the idea that Brits are creatures of habit, the brand set out to get holiday-goers rethinking their holidays.

As consumers book summer holidays, a world away from the cold gloom of January, the campaign takes the opportunity to show the cruise to be an alternative holiday option. The activation hopes to get consumers rethinking what they know of cruises.

‘Holiday Like Never Before’ highlights a range of extraordinary experiences that can come with this alternative holiday. P&O Cruises urges audiences to expect more from their holiday, like snorkelling with stingrays or travelling by whirlpool.

Using a series of cinematic techniques, the hero film presents a range of fantastic experiences. These are presented in a collation of hyper-visual images. The film ties all these frozen moments together, going from the rainforest to the sea and back aboard the ship. Travelling through the creative at various speeds, it conveys a sense of excitement and discovery.

Adding extra authenticity, the film was shot onboard a cruise ship named Arvia. Holidaymakers and real P&O Cruises staff feature, as well as performers from the ship’s entertainment. The on-land shots were filmed on St Lucia, a popular destination for cruises of the Caribbean.

Robert Scott, VP Brand, Marketing and Sales for P&O Cruises, said: “The unique experiences you can only have on a P&O Cruises holiday are central to the Holiday Like Never Before campaign and we’re so excited to share these with an audience who may never have thought about travelling on a ship before”.

The campaign activation includes OOH and roll outs across digital, social, owned channels and PR.

With warmer days still months away, the ‘Holiday Like Never Before’ campaign reminds audiences of summer experiences to look forward to. At the same time, expanding ideas of what this year’s summer holiday could be to showcase the unique opportunities the brand has to offer.