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Objective

Despite being Australia’s oldest, most preferred and considered cruise company, in 2023 P&O was facing major challenges. Bigger players with newer hardware had entered the market; an over-reliance of short term sales was conditioning audiences to wait until the last moment to book, which was impacting their yield, and in absence of a clear strategy and brand platform, a valuable ‘new-to-cruise’ audience had no idea what P&O actually offered.

Insight

Research showed that the number one driver when booking a holiday was spending quality time with loved ones. And so we looked to the one thing P&O had been doing for over 90 years - connecting Australians. From an experience that saw everyone quite literally heading in the same direction, to their famous service proposition, to the range of activities designed to create quality moments together, P&O were specialists in connection. We set out to demonstrate it in every touchpoint by relaunching the brand for the first time in over a decade.

Two people, a child and an adult, leaning on the railing of a cruise ship looking out at the ocean during sunset. The cruise line logo and the words 'Brings Us All Together' are visible on the image.

Brings us all together was a brand platform that put meaningful connection at the heart of every touchpoint, and gave P&O their best commercial year in the last 15 as a result.

We refreshed the brand identity and tone, building their design around the ampersand found in the brand’s logo - a symbol that quite literally connects things.

We collaborated with Walkley Photojournalism finalist David Maurice Smith to capture genuine moments of connection between friends and families onboard P&O cruises.

We worked with Baz Luhrman’s musical director Cameron Bruce to recompose Fleetwood Mac’s song ‘I want to be with you everywhere’, and got over 300 passengers, brand fans, entertainers and crew onboard to sing the choral rendition as a live event.

The song became a part of P&O’s sonic DNA, being performed at every Sailaway Party, and inviting guests to join in and connect with strangers as they departed.

Brings Us All together went beyond comms and impacted P&O at an organisational level, from their call centres to their onboard offering.