P&O Cruises Australia has debuted a new brand platform, ‘Brings Us All Together’, designed to celebrate the ability to create deeper connections between family, friends and fellow passengers on a cruise holiday.
Developed with creative studio Supermassive, the new multichannel brand platform takes its influence from P&O’s original motto “quis nos separabit” (“who shall separate us”).
The out-of-home (OOH) print and digital campaign incorporates visuals by Walkley Award-winning photographer David Maurice Smith that showcase connection.
To unveil the new platform, P&O Cruises Australia engaged Elvis musical supervisor Cameron Bruce to create a new choral arrangement of Fleetwood Mac’s song Everywhere.
The reimagined version was sung by a 300-strong choir of local singing groups, past guests and fans while on board Pacific Encounter in November 2023 off the Queensland coast.
Directed by Justin McMillan, the live performance forms the heart of P&O’s new brand campaign and will be integrated into all future Sail Away parties.
P&O Cruises Australia CCO Kathryn Robertson said: “‘Brings Us All Together’ presents an exciting opportunity to further differentiate P&O by welcoming new guests who are searching for an authentic and connected holiday experience on board our cruise ships.”
“Our 2024 program, which features more sailings, diverse itineraries and expanded locations, underscores our dedication to the principles of our new brand platform – to bring more people together than ever before.”
It represents a massive milestone for the cruise line, which pioneered cruising in Australia more than 90 years ago, and comes as P&O embarks on its 2024 season.
This year, the cruise line will take a record 500,000 guests on more than 179 sailings to 46 destinations around Australia, New Zealand and the South Pacific, inserting an estimated $1.6 billion into the Australian economy.
The cruise line also recently added a new Group Holidays option to help advisors book large groups.
For more info, head to pocruises.com.au