P&O Cruises launches latest ‘Like No Place on Earth’ brand campaign via Bashful, Sydney


P&O Cruises has brought to life its brand positioning Like No Place On Earth with a new campaign of dream like islands which reflect the variety of activities guests can enjoy onboard. The brand TVC is underpinned by an online video series and social campaign via Bashful.


The campaign will be followed by with a strong retail offer as the category moves into the Wave sale period.

Says Narelle Riley, marketing director, P&O Cruises: “We spend a long time listening to what our guests want from a cruise and know that the families and couples who cruise with us enjoy the breadth of activities onboard. There really is something for everyone. We love this new brand work as it captures the magic and wonder implicit in a P&O experience that makes it Like No Place On Earth.”

Says Tim Chenery, creative director, Bashful: “There really is a magic in the air when you cruise with P&O, everywhere you look people are having the time of their lives but we didn’t want to just point the camera at the product. We wanted to find a way to tell the story that was visually distinctive and beautiful that captured the feeling of the experience without looking like all the other cruise advertising. We think this work is a worthy iteration of the Like No Place On Earth brand positioning.”

Bashful has been working with P&O for five years and have developed many campaigns at both a brand and retail level. Initiative began working with P&O this year after winning a competitive pitch.

Client: P&O
VP Sales & Marketing: Ryan Taibel
Marketing Director: Narelle Riley
Marketing Manager, Brand & Content: Nicola Wyllie
Digital Marketing Manager: Lara Allan
Marketing Coordinator: Kate Compton
Senior Public Relations Manager: Lyndsey Gordon

Creative Agency: Bashful
Creative Director: Tim Chenery
Senior Copywriter: Daniel Barrett
Senior Designer: Simon Macias
Strategy Director & Partner: Guy Marshall
Junior Planner: Nick Hartland
Client Services Director: Jade Ramsey-Elliot
Senior Account Director: Felicity Andrews
Senior Account Director: Nicole de Pear
Account Manager: Emily Rucker
Producer: Roslyn Payne

Production Company: Rabbit Content
Director: Lachlan Dickie
Prod House Producer: Marcus Butler
Post House/VFX: Blockhead
Sound: Song Zu

P&O Cruises launches latest ‘Like No Place on Earth’ brand campaign via Bashful, Sydney