SNAP LDN Captures the Small, Meaningful Moments for P&O Cruises
Today SNAP LDN launches a major new brand campaign for P&O Cruises. The agency won the P&O Cruises account as part of a competitive pitch at the end of 2019 and due to the global pandemic and this is their first major work for the brand.
In a departure from the celebrity-led approach of recent years, the campaign captures the collection of small, personal memories that make holidays meaningful and memorable. Each ad celebrates people reconnecting and rekindling authentic relationships, and tells the story of the small, fleeting and seemingly insignificant moments that truly matter to us. Unlike other holidays, a cruise holiday offers such a wide variety of experiences and more opportunity to experience these moments that matter. In the first of a series of four ads that will launch this year, we follow a couple’s journey through their evening onboard together; dancing the night away, told through snapshots and snatched glimpses. The stories throughout the series will focus on the intimate minutiae of their holidays, and those moments in-between moments that make holidays live long in the memory.
Directed by Max Weiland, and produced by Tom Gardner, from Somesuch, the campaign will feature fully through TTL in TV, press, social and online video. In a break from a traditional advertising approach, the campaign features cast who are real partners, friends and family, giving the stories they narrate a truly authentic feel.
P&O Cruises vice-president, sales, marketing & brand, Robert Scott said: "I am incredibly proud to showcase our new TV ad, which is the first of four. The film paints an authentic picture of a holiday with us and evokes powerful memories of happy times on our new ship Iona. It captures real togetherness and, with the next two iterations which will be in the Mediterranean and the Caribbean, will show the variety of experiences on board and on shore. As part of a TTL campaign, created in collaboration with our very talented internal creative teams and our agencies, our aim is to add new visual images to our existing 'Holidays as varied as you' campaign. We are sure it will have huge appeal both to existing guests and to those who have not yet tried a cruise holiday.”
Louisa Fielding, managing partner at Snap LDN, added: ‘We’re delighted to have played a part in helping this much-loved brand make a confident return to service. We’re on an exciting journey to appeal to both new and existing cruise guests, and this work marks the first step. Travel and discovery is a vital part of life which we’ve all missed greatly, and this campaign reminds us of why it matters and what it means”.
