P&O Cruises Australia, a mainstay in the oceanic journeys market, has just introduced its ‘Brings Us All TogetherTM’ brand platform, which is a move that signals a substantial shift in the brand narrative that the company has been presenting with regard to its brand. The 91-year-old cruise company is undergoing a significant transformation as a result of this effort, which was conceived through a collaboration with the creative mavericks at Supermassive. The cruise line is focusing a fresh emphasis on the profound and significant connections that are formed during a package vacation.
Reimagining the Cruise Experience
Kathryn Robertson, P&O Cruises Australia’s Chief Commercial Officer, shared her insights on this strategic pivot. “P&O has long been a front-runner in the Australian cruise market, known for its strong presence and customer preference. With ‘Brings Us All Together’, we’re seizing an exciting chance to further set P&O apart in the cruise and travel industry. We’re inviting new guests to come aboard and discover a holiday experience that’s both authentic and deeply connective,” she remarked.
Supermassive, tasked with distilling the essence of
what makes a P&O cruise an extraordinary experience, focused on the line’s unique ability to cultivate quality time, connection, and togetherness. This is achieved through P&O’s inclusive service and a variety of onboard experiences, all meticulously designed to forge lasting memories.
A Symphony at Sea: The ‘Everywhere’ Choir Performance
The launch of the ‘Brings Us All Together™’ platform was celebrated with a remarkable musical event. Cameron Bruce, noted for his contributions to Baz Luhrmann’s Elvis and as a member of the Paul Kelly Band, was brought on board through Sonar to arrange a new choral version of Fleetwood Mac’s ‘Everywhere’. This reinterpreted song was performed by a 300-member choir, consisting of local singers, past guests, and brand enthusiasts, aboard the Pacific Encounter off the Queensland coast. Directed by Justin McMillan, this live performance now stands at the heart of P&O’s new brand campaign, which has made its debut across various media channels.
A Fresh Visual and Tonal Identity
The rebranding extends its reach beyond the auditory. Supermassive has redefined P&O’s visual and tonal identity across all channels, including the experiences onboard the ships. In collaboration with Common Design, the new brand identity is anchored around the sweeping arches of the brand’s ampersand, symbolizing inclusivity and connectedness.
Moreover, the project involved the talents of Walkley Award-winning photographer David Maurice Smith, celebrated for his impactful imagery in Time, Rolling Stone, and National Geographic. His evocative visuals are set to lead the brand’s new large-scale out-of-home, print, and digital campaign, showcasing the raw beauty of human connection.
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The Essence of Connection at Sea
Supermassive shared their perspective on the project: “Sometimes, you have to search high and low for a brand truth, but with P&O, it hits you as soon as you get onboard. On land, rather ironically, we pass each other like ships in the night. But out there, on the only holiday experience that quite literally carries everyone in the same direction, guests find themselves open to connection like never before,” they observed.
Kathryn Robertson further added, , “Like all great brand platforms, ‘Brings Us All Together’ is much more than a marketing tagline. It’ll inform our service proposition, onboard guest experience, and internal culture as it continues to build momentum across our business.”
Navigating Towards a Connected Future
P&O Cruises Australia’s innovative approach is setting a new benchmark in the cruise industry. By focusing on the human aspect of cruising and prioritizing meaningful interactions, P&O is charting a course towards a future where connections and memorable experiences are at the forefront. The ‘Brings Us All Together™’ platform transcends being a mere tagline; it represents a commitment to enriching lives through shared sea adventures.
As P&O Cruises Australia sails into this new era, the industry watches with keen interest, recognizing this as a defining moment in reimagining what a cruise experience can encompass. With its rich heritage and forward-looking vision, P&O Cruises Australia is well-positioned to continue leading the way in creating extraordinary sea voyages that bring people together in unprecedented ways.
