THE OBJECTIVES

To raise awareness of the P&O Cruises brand in the New Zealand market, gain support for P&O and cruising as an industry from tourism and government authorities and increase sales throughout the five month 2016 season and the 2017 deployment.

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THE IDEA

Highlight the launch of New Zealandโ€™s P&O season with a PR and event campaign that talks to all target media with a media conference, tour and lunch for journalists on the day of the ships arrival.

Support launch with an ongoing PR campaign for the P&O season that tells key parts of the P&O/Pacific Pearl story throughout the season and bring P&O cruising to life by hosting top target media famils on Pacific Pearl cruises.

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THE RESULTS

C+Co achieved exceptional results with more than 70 pieces of coverage in key target media delivering a PR value of 1.3 million dollars and reaching an audience of over 17 million people.

ROI of 24/1