P&O tells Aussies to ‘get their crew onboard’ for a group holiday in new campaign via Bashful


P&O Cruises and creative agency Bashful have created a campaign that stars an epic lineup of Australia’s favourite footy players coming together to embark on an epic P&O cruise, including Josh Addo-Carr, Clint Gutherson, Brian To’o, Damien Cook, Jessica Sergis, James Tedesco and Daly Cherry-Evans. Ray Warren, “The Voice Of Rugby League” brought our booming voice over.


To bring this story to life, P&O embraced one of Hollywood’s most well known tropes – the heist film “getting a crew together” montage. Once the crew is assembled, the mission’s already complete – with a P&O Group Holiday, all you really need to do is get your friends and family onboard. Job done.

The spot will be shown on TV, VOD and on the big screen at the games throughout the footy season.

Says Narelle Riley, marketing director, P&O Cruises: “A P&O Cruise is the perfect group holiday for friends, family, or special occasions. For one low ticket price, you can start your holiday the moment you step onboard, indulge in a range of food, drinks, and activities in spaces designed for groups, and enjoy breathtaking views every day. This felt like the perfect opportunity to leverage our long-standing partnership with the NRL and get the ultimate crew of Aussie players onboard with P&O Cruises.”

Says Daniel Barrett, creative director, Bashful: “If you’ve planned a group getaway, you know it isn’t easy. With P&O, the hardest part is wrangling your mates. Our heist concept was a nice way to bring this to life. We had a lot of fun collaborating on this project with P&O, the NRL, Ariel, and the Airbag team.”

Says Guy Marshall, strategy director and partner, Bashful: “P&O has always had a great proposition for groups but they’ve never put this offering front and center with an above the line campaign. We wanted to put Group Holidays in the spotlight with some entertaining creative that aligned with an existing and authentic partnership. We think the work is going to put a group holiday with P&O on the consideration set for a lot more Australians.”

Bashful has worked with P&O for over eight years, delivering numerous campaigns spanning brand, retail, and beyond. Their partnership has resulted in effective creative work that has broken sales records for P&O Cruises Australia and been recognised at the Effies and more.

VP Sales & Marketing: Ryan Taibel
Marketing Director: Narelle Riley
Marketing Manager, Brand & Content: Nicola Wyllie
Marketing Manager, Retail: Hannah Baynes Marketing Specialist: Georgia Jameson
Sales Specialist: Nola Melamet
Channel Account Manager: Chris Rich

Creative Partner: Emil Vrisakis
Creative Director: Daniel Barrett
Head Of Design: Simon Macias
Senior Art Director: Liane Dowling
Strategy Partner: Guy Marshall
Planner: Nick Hartland
Client Services Director: Jade Ramsey-Elliot
Senior Account Director: Nicole de Pear
CEO: Simon Bookallil

Production Company: Airbag
Director: Ariel Martin
Executive Producer: Alex Tizzard
Line Producer: Scarlett Howard
Editor: Charles Ivory
Colourist: Yanni Kronenberg
Online: White Chocolate
Sound: Sonar