P&O wants to know why people don’t go on cruise holidays
P&O Cruises has launched a campaign that aims to find Australians who have never been on a cruise before – people it calls ‘landlubbers’ – and ask them why.
The campaign asks people to upload videos to a P&O website to explain why they haven’t been on a cruise before, giving them the opportunity to win a cruise around the pacific islands.
The campaign launches with print, online, social media, and a call for entries video shot in Coober Pedy South Australia, an opal-mining town 500 km from the ocean.
P&O – WHY R U SO 2008 ????
The future is passing u by….
Because cruise ships are floating RSL clubs. Did I win?
This is just market research dressed up as advertising, as well as a poor attempt at social marketing.
I’m sure now P&O knows people’s objections they can start working how to overcome these objectives in their sales pitch and marketing initiatives.
So why not P&O?
Cruise ships aren’t a sustainable way to travel.
The infrastructure needed in the Pacific to support cruise ships has caused damage to coral reefs.
Cruise ships don’t give tourists an opportunity to interact and support the local community, economy and environment in a sustainable way.
At least your latest campaign is a little bit more tasteful than the “Seamna wanted’ campaign, which ran after the tragic death of Diane Brimble: http://www.smh.com.au/news/nat.....82254.html
http://en.wikipedia.org/wiki/D.....ne_Brimble
“22 February 2007 P&O’s chief executive, Peter Ratcliffe, apologises to the Brimble family for the company’s failure to handle the situation properly following the death of Brimble. P&O offers a substantial payment to the family.”
There’s another why not right there …
jane
get back to your fridge magnet and stop trying to play with the big boys
Most Aussies seem to have their own boats??
Not everyone like date rape?
You get stuck on a boat and can’t easily leave. Same problem with those party boats around Sydney harbour. Atleast they only last a few hours…
Sandokan….. WIN !!
Erm, haven’t you all just missed the point of the campaign? i.e. to tackle all of the misconceptions you’ve all written about…..
Im not in marketing or advertising but I like it. Thought the characters were good. Bit of sour grapes chaps?
Oh dear. What is the media buy?
I’m assuming it has a follow up piece because at the moment it is not selling the benefits of cruising to those who don’t want to holiday on a floating RSL (nice one!) and therefore would not enter a competition to do so. Until then I’ll fly to Vanuatu.
Oh dear.
I wouldn’t want to win a cruise with anyone who would upload a video to win a cruise.
AR
I’m assuming you read the release? the follow up piece is they are going to take people on a cruise and film the results, in the hope they will be good.
Sometimes this blog is like being a teacher in special school.
winning –
a) what release – the article links to their promotional site
b) They will put the films up on their website, once again not targeting the don’t-like-cruises audience
c) no need to be so rude
As the first commenter says it’s very 2008, UGC woohoo.
It’s a nice looking campaign, if that helps?
The reason people don’t go on cruises is the people who do go on cruises.
uploading a video is way too much effort. just ask for a 50 word or less!
If your audience hates football would it be an incentive to offer a trip to the grand final?
This beggars belief.
I’m still just trying to get my head around being stuck on a boat with any of the people in that ad….
Aren’t cruises just full of old people on their last hurrah? And aparrently middle-aged people getting wasted on party drugs. It’s worse than one of the Sydney party boats!
Cruise ship equals floating rsl club BORING!! Bogan Heaven!