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.

THE IDEA

Highlight the launch of New Zealand’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.

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