Marketing director Christopher Edgington said the TV ads would focus on showcasing the P&O Cruises offering, featuring a “new brand identity” for the line, with hopes of attracting new-to-cruise as well as past customers.
It will air for the first time on Christmas Day in one of the most coveted advertising slots - in the break of Coronation Street - and will feature the theme “This is the life”, aiming to inspire both seasoned cruisers and new-to-cruise viewers about the experience onboard a P&O ship.
The line said the commercial used “classic British understatement”, with a narrative through the eyes of newcomer Brydon, who walks viewers through the experience, “focusing on the Britishness of the holiday”.
Edgington told TTG that P&O had chosen the popular Christmas Coronation Street slot - which last year saw viewing figures of around 8.27 million - because “it was the right core audience, and a great opportunity for us to spread the message about P&O”.
“It will be cold outside, and then this ad will come on showing how incredible a P&O Cruises holiday can be - it will bring it to life,” he added.
“Rob Brydon was the obvious choice to front the campaign as he is well loved with a great sense of humour and it is easy for potential customers to imagine themselves in his shoes.”
The ads will continue throughout 2015, and will also feature online, on on-demand channels, as well as YouTube. All marketing and collateral materials will also reflect the new Union Jack livery, which is being rolled out across the fleet.
“This is an all new brand identity, reflecting the British nature - we want to be more overt with our Britishness,” Edgington said.
Meanwhile, as part of the multimillion-pound consumer push, the line is offering agents the chance to win prizes, including cruises and Caribbean holidays, in weekly draws.
For every booking made between December 23, 2014 and February 28, 2015, agents will be entered into a prize draw. On offer are five Caribbean holidays for two people, three seven-night cruises from Southampton for an agent and three friends, 30 dinners for two people at either Marco Pierre White, James Martin or Atul Kochar restaurants, or one of 400 bottles of wine selected by P&O Cruises wine guru Olly Smith.
There are also offers for customers booking during this period, including extra spending money, with up to £1,390 per cabin on Select Price holidays, and cruise prices from £599, with £200 onboard spending money per cabin.
