For the naming ceremony of their new ‘sunshine ship’ Arvia, P&O Cruises organised a star-studded event in Barbados. We launched a campaign for the event, where we had some extraordinary elements to work with, including: a YouTube livestream with Arvia’s godmother, American singer-songwriter Nicole Scherzinger; a party on ship and on shore, hosted by DJs and presenters Trevor Nelson and Sara Cox; live sets by pop star Olly Murs; and beautiful Caribbean blue skies, sparkling seas, sunshine and white-sand beaches.
We created the hashtag #HelloArvia to unite the campaign along with devising a unique look and feel, which pushed the boundaries of the P&O Cruises brand. Social assets, mastheads, end frames, a live countdown – it was a huge content production.
109 individual posts were created across the campaign (on Facebook, Twitter, Instagram and YouTube). The results are impressive, and smashed all targets:
- 5m total unique reach
- 59.1k live views on the night and more than 203k to date
- Trending #2 on YouTube (UK) – the naming ceremony, the day after the event
- 542,441 accounts reached organically on the day on Facebook and Instagram
- 3.9m reached across Facebook and Instagram for all Arvia posts
- 3m total impressions across Facebook, Twitter and Instagram
Our campaign was recognised and won the awards for ‘Best use of content on social media’ and ‘Best use of content in a live or experiential setting’ at the Corporate Content Awards 2024.
Creative direction, video editing, content creation.