P&O Cruises Transports londoners to Norwegian Fjords with Immersive Billboard Experience
By Archyde News Staff
Published: [Current Date]
Forget Times Square – Westminster Bridge in London got a whole lot more scenic last week.P&O Cruises, aiming to hook potential passengers with a taste of adventure, transformed a section of the iconic bridge into a breathtaking vista of the Norwegian fjords. The campaign, orchestrated by creative agency Pablo, ran until April 20th and offered a unique out-of-home experience designed to disrupt the ordinary.
The activation featured a custom-built panoramic display spread across three large-format billboards, meticulously crafted to replicate the stunning views that passengers enjoy aboard a P&O Cruises ship. imagine stepping out of the London bustle and being instantly transported to towering cliffs reflected in pristine waters – that was the goal.
Brand ambassadors were on hand to guide passersby, inviting them to soak in the views. But it wasn’t just about the billboards. The activation extended to strategically placed posters and lamp-post boards, creating an immersive environment. and in a quirky touch, the brand ambassadors themselves were “wearing” elements of the fjords, adding a touch of surrealism to the experience.
To amplify the impact, a 15-second PR film captured the moment of surprise and delight. The film depicts someone captivated by the serene beauty of the fjords, only to be jolted back to reality by the sounds of London traffic, revealing they were merely standing in front of the billboard. It’s a clever reminder that a P&O Cruise could turn that fleeting escape into a genuine vacation.
This isn’t your average advertisement; it’s an experience. the thinking behind it is sound. In a world saturated with digital noise, sometimes the most effective approach is a tangible, real-world interaction. Think of it like this: instead of just seeing an ad for a juicy steak, you get a free sample right on the street. Which one are you more likely to remember?
Why the Fjords? Why Now?
The Norwegian fjords hold a special allure, especially for North American travelers seeking unique and breathtaking landscapes. They offer a blend of natural beauty and cultural experiences that are hard to find elsewhere.The timing of this campaign is also strategic. with the peak summer travel season approaching, P&O Cruises is aiming to get ahead of the competition and capture the attention of potential vacationers.
Robert Scott, vice-president of sales, marketing and brand at P&O Cruises, explained the rationale behind the campaign:
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.
Robert Scott, vice-president of sales, marketing and brand at P&O cruises
He further emphasized the importance of collaboration:
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.
Robert Scott,vice-president of sales,marketing and brand at P&O Cruises
The Creative Team and Their Vision
Bex Conyngham-Hynes and Dan Scott were the creative masterminds behind the activation, while Tim Snape, executive creative director at Pablo, articulated the core idea:
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.
Tim Snape, executive creative director at Pablo
The experience builds upon P&O Cruises’ “Holiday like never before” brand platform, now in it’s third year. This platform signals a shift away from traditional cruise advertising, focusing instead on creating memorable and immersive experiences.
Jennifer Manning, managing partner at Wavemaker UK, the media planning and buying agency, highlighted the strategic thinking behind the campaign:
We’re inviting travelers 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.
Jennifer Manning, managing partner at Wavemaker UK
Manning further elaborated on the goals of the campaign:
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.
Jennifer Manning, managing partner at Wavemaker UK
P&O Cruises: A History of Innovation
This fjord-themed activation is just the latest example of P&O Cruises’ commitment to innovative marketing.The company, which has a long history in the cruise industry, has been actively reinventing its image to appeal to a broader audience.
Back in December 2022,Pablo won the P&O cruises creative account,signaling a fresh direction for the brand’s marketing efforts. Since then, they’ve released a 40-second film under the “Holiday like never before” platform, showcasing the diverse activities and experiences available on a P&O cruise.
The Bigger Picture: Experiential Marketing and the Travel Industry
P&O Cruises’ campaign exemplifies a growing trend in the travel industry: experiential marketing.Consumers, especially millennials and Gen Z, are increasingly seeking authentic and memorable experiences over traditional advertising. This means travel companies are investing in creative activations, immersive installations, and personalized interactions to capture attention and build brand loyalty.
Think of it as the difference between seeing a postcard of the Grand Canyon and actually standing on the rim, feeling the wind in your hair, and gazing at the vast expanse. which one creates a more lasting impression?
| Marketing Approach | Focus | Example |
|---|---|---|
| Traditional Advertising | Promoting features and benefits | TV commercials showcasing cruise ship amenities |
| Experiential Marketing | Creating memorable experiences | P&O’s fjord billboard activation |
Potential Challenges and Considerations
While the P&O Cruises campaign appears successful, experiential marketing is not without its challenges. Factors such as weather, location permits, and logistical complexities can all impact the execution and effectiveness of a campaign. Moreover, measuring the return on investment (ROI) of experiential marketing can be arduous compared to traditional advertising metrics. You can’t always track direct sales from a billboard.
It’s also significant to consider the potential for negative feedback or unintended consequences.As an example, if the billboard had caused significant traffic congestion, the campaign could have backfired, generating negative publicity for P&O Cruises.
FAQ: Your Questions Answered
- What is experiential marketing?
- Creating memorable brand experiences for consumers.
- Why are the Norwegian fjords so popular?
- Stunning natural beauty and unique cultural experiences.
- Who created the P&O Cruises campaign?
- Creative agency Pablo, with media planning by Wavemaker UK.
- When did the campaign run?
- until April 20th.
- Where was the activation located?
- Westminster Bridge, London.
What are some key takeaways about this campaign’s success?
Archyde Interviews Tim Snape on P&O Cruises’ Immersive Fjord Billboard Campaign
By Archyde News Staff
Published: [Current Date]
Introduction
Welcome to Archyde News. Today, we have the pleasure of speaking with Tim snape, Executive Creative Director at Pablo, the creative agency behind P&O Cruises’ innovative Norwegian Fjords billboard campaign in London. Tim, welcome to the show.
Tim snape: Thanks for having me! It’s great to be here.
Bringing the Fjords to London
Archyde News: Tim, the Westminster bridge activation was a real showstopper. Can you tell us a bit about the initial concept adn how you brought the fjords to life on a London bridge?
Tim Snape: Absolutely.The core idea was to provide a “like never before” poster experience, really immersing people in the beauty of the fjords. We wanted to replicate the 360-degree visual feast that cruisers experience, putting them right in the heart of that stunning landscape. We essentially created a portal, hoping people could escape the London hustle for a moment.
Archyde News: It sounds enterprising! The billboards, the brand ambassadors – It was all part of creating this immersive surroundings. What were some of the key creative considerations?
Tim Snape: It was crucial to ensure authenticity. We meticulously recreated the fjord scenery, taking visual cues directly from the actual locations. We also wanted to add a touch of surrealism,which is where the brand ambassadors,”wearing” fjord elements,came in. It added a memorable layer to the experience.
The “Holiday Like never Before” platform
Archyde News: This activation ties into P&O Cruises’ “Holiday like never before” brand platform. Could you elaborate on how this campaign reflected that philosophy? What are the goals behind the platform?
Tim Snape: This campaign is all about disrupting expectations – the idea is to show people what they could be experiencing on a cruise, and it’s a new kind of advertisement. We are shifting away from traditional cruise advertising to prioritize a genuine, immersive experience. The goal is to showcase the awe-inspiring destinations, and give people a tangible taste of adventure, like the Fjords.
Experiential Marketing in the Travel Industry
Archyde News: The campaign seems to exemplify a growing trend in travel: experiential marketing.
Do you think this approach is a more effective way to connect with travelers now? How?
Tim Snape: Absolutely. Experiences resonate more deeply than traditional advertising. Consumers, especially the younger demographics, yearn for authentic connections.experiential marketing allows us to build those connections by creating lasting memories. experiential Marketing creates a lasting impression. Instead of just showing people a picture of a fjord, we’re giving them a “moment” within the fjord – that’s a powerful difference.
Archyde News: Agreed. It’s all about making people feel something. What was the most rewarding aspect of the project for you and the team?
Tim Snape: Witnessing people’s reactions firsthand. Seeing their faces light up when they “escaped” to the fjords, and then be brought back to reality by London traffic. it was a rewarding testament to the power of creating something truly immersive and unique.
Future of Immersive Advertising
Archyde News: Looking ahead,how do you see this type of immersive advertising evolving? What are some of the exciting possibilities on the horizon?
Tim Snape: The possibilities are vast. As technology advances, we’ll see more sophisticated integration of AR (Augmented Reality) and VR (Virtual Reality), offering even more immersive experiences. The crucial aspect will always be the story – crafting a narrative that captivates and transports the audience. It is all about capturing the potential of the viewer’s inventiveness.
Conclusion
Archyde News: Tim Snape, thank you so much for sharing your insights. We really appreciate it.
Tim Snape: My pleasure!
Archyde News: For our readers, what do you think is the key takeaway about this campaign’s success? Share your thoughts in the comments below – What is the future of advertising as you see it, and How can Brands keep the experiences real?
