Creative Platform Toolkit
A guide to our creative platform and June-August campaign
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Where it started
Our new creative platform started with a manifesto... We need to bring our brand into the wider packaged holiday market, get holidaymakers to think differently about their choices and make them realise P&O Cruises has everything they want and more. Click the button to read the manifesto. This will give you a feel for the ambition of our new creative but it's not guest-facing.
A new brand line
HOLIDAY LIKE NEVER BEFORE
We've replaced ‘Holidays as varied as you’ with our brilliant new brand line, 'Holiday like never before'. This line perfectly captures the sentiment that a holiday with P&O Cruises offers something new and different to other holidays, an experience you couldn’t get elsewhere. It carries a feeling that the experience will be something positive, memorable and special. We can sign off our creative with a commanding call to action, whether we’re speaking to a newcomer or past guest: with us they can holiday like never before.
Bringing it to life through our tone of voice
Our copy will navigate holidaymakers through the sea of sameness and transport them to a wonderful world full of firsts. We are the enthusiastic champions of the ‘first time feeling’. Whether it’s a guest’s first cruise or their 50th, we promise that it will be a ‘holiday like never before’, and want to capture the joy of experiencing the world with a wide-eyed sense of wonder. Whether we’re challenging outdated perceptions of cruising or wowing returning customers with new experiences, we are always wonderfully surprising.
We’re here to transport our guests to new places, new experiences and fresh ways of thinking.
Although we’ve been around the world, we travel full of excitement and wonder for the new experiences that await. Our copy will show our zest for life, appetite for discovery and show our guests that memory forming moments can be found around every corner, from deck to shore. Our tone is underpinned with a distinct sense of British sensibility. With wit, charm and style, a knowing wink and a warm smile we can show our guests that we get them and they get us. We’re informal, open and honest, delivering knowledge and expertise in a down-to-earth and approachable way.
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Enter our travel wisdoms
We know that most people who try a cruise holiday are converted. They’ve had an eye-opening, perception-changing experience. People who haven’t tried a cruise yet need to see an eye-opening, perception-changing argument. We call these our travel wisdoms. Travel wisdoms provide unique truths about our product and guest experience which demonstrate just how incredible a P&O Cruises holiday is. They’re recounted through a series of different “epiphany moments” – the precise moment in time someone realises just how fantastic our holidays are. They work really well for our past guests who can relate to each wisdom. They’re already advocates for the amazing holidays we offer and so the travel wisdoms give a sense of knowing between the brand and past guests. They also provide that excitement for discovery; that there's always something new to try on a P&O Cruises holiday.
So how does it look?
Brand ad example
Our design has evolved to create a premium, distinctive look and feel that creates standout in the holiday market. It signals the next phase of P&O Cruises with an approach that can flex across touchpoints. We're using a modular approach with three panels. We use our P&O Cruises light blue, cream and a carefully selected image to create a holiday ad that stands out from the rest.
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