P&O Cruises Australia has launched its new brand platform, ‘Brings Us All Together,’ appealing to those seeking genuine connections on their next holiday experience.
This comes as the cruise line embarks on an ambitious 2024 season of sailings taking a record half a million guests on over 179 sailings visiting 46 destinations around Australia, New Zealand, and the South Pacific, with an estimated economic impact of $1.6bn inserted into the Australian economy.
Created in partnership with creative studio Supermassive, ‘Brings Us All Together’ is a significant milestone for P&O, who pioneered cruising in Australia more than 90 years ago.
Taking influence from the cruise line’s original motto ‘quis nos separabit’ – ‘who shall separate us’, the new brand platform celebrates P&O’s distinctive ability to help foster deeper connections amongst families, friends and loved ones, as well as their fellow sailors when onboard a P&O cruise.
P&O Cruises Australia Chief Commercial Officer, Kathryn Robertson said, “P&O has long enjoyed unparalleled awareness, consideration, and preference in the Australian cruise market. ‘Brings Us All Together’ presents an exciting opportunity to further differentiate P&O across the cruise and travel landscape by welcoming new guests onboard our cruise ships who are searching for an authentic and connected holiday experience.
“Our 2024 program, which features more sailings, diverse itineraries, and expanded locations, underscores our dedication to the principles of our new brand platform – to bring more people together than ever before,” she said.
To unveil the new platform, P&O Cruises Australia engaged Cameron Bruce, musical supervisor on Baz Lurhman’s ‘Elvis’, to create a new choral arrangement of Fleetwood Mac’s ‘Everywhere’.
The re-imagined version was sung en masse by a 300-strong choir comprised of local singing groups, past guests, and brand fans while onboard the Pacific Encounter in November off the Queensland coast.
Directed by Justin McMillan, the live performance forms the heart of P&O’s new brand campaign which is live across multiple platforms from today. The track will also be available on streaming platforms and integrated into all future “Sail Away” parties, which brings all guests together to celebrate the start of their voyage.
In addition to this, P&O Cruises engaged the talents of Walkley Award-winning photographer David Maurice Smith, renowned for his impactful work featured on the covers of Time, Rolling Stone, and National Geographic. Smith’s captivating visuals will form the brands new large-scale out-of-home print and digital campaign, showcasing connection in its rawest form.
