P&O Cruises has hired Sydney's BMF to handle a major repositioning of its brand in the wake of negative publicity surrounding the death of a passenger.
The repositioning initiative, P&O's first for more than 20 years, will cover both Australia and New Zealand.
Ann Sherry, the chief executive of Carnival Australia, which operates P&O cruises, said it provided the opportunity to "demonstrate our commitment to the wellbeing of our passengers".
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