P&O Cruises has launched an experiential out-of-home campaign to entice crowds to visit the Norwegian fjords.
Created by Pablo, the activation will run until 20 April at London’s Westminster Bridge and features a special build, made up of three, large-format sites to create a panoramic image.
The image replicates the views seen by passengers on-board a P&O Cruises ship and includes a dedicated viewing point.
Brand ambassadors will invite passers-by to take in views of water and cliffs. The activation features static formats of the views, including strategically placed posters, lamp-post boards and brand ambassadors who will be “wearing” their own piece of the fjords.
A 15-second PR film shows someone entranced by the view of the Norwegian Fjords, only to be interrupted by beeping and the chaos of traffic, as he is revealed to be standing observing the billboard in London.
Robert Scott, vice-president of sales, marketing and brand at P&O Cruises, said: "People are always looking for something new, and that starts with experience. By bringing the magic of the Norwegian fjords to the heart of London, we’re giving people a taste of just one of the awe-inspiring destinations they can explore with P&O Cruises.
“The support and expertise we’ve received by working with Wavemaker UK and Pablo has enabled us to bring this feeling to life, disrupting the day-to-day lives of passers-by and encouraging them to reconsider what a cruise holiday can offer."
The activation was created by Bex Conyngham-Hynes and Dan Scott.
Tim Snape, executive creative director at Pablo, added: “This idea is intended to give people a 'like never before' poster experience, immersing passers-by in as much of the fjords as possible, reflecting the reality of cruising in the fjords where you are smack bang in the middle of a non-stop, 360-degree display of the best possible view of the incredible landscape.”
The experience follows the launch of P&O Cruises’ “Holiday like never before” brand platform, which is in its third year and was developed by Pablo.
Media planning and buying was handled by Wavemaker UK and the campaign was overseen by Group M OOH.
Jennifer Manning, managing partner at Wavemaker UK, said: “We’re inviting travellers to see holidays in a new light with a stunning OOH activation that brings the Norwegian fjords into the public’s everyday, creating a surprising ‘Holiday like never before’ experience.
“Working closely with Pablo, we made its vision a reality in an impactful way, using special-build OOH to capture the attention of holidaymakers who might not have considered a cruise before. We’re looking forward to seeing how the public responds.”
Pablo won the P&O Cruises creative account in December 2022. It has since released a 40-second film under the “Holiday like never before platform”, which showed people engaging in various activities while on their cruise.
.jpg)
.jpeg)
