P&O CRUISES: CRUISE SHIP INTERIOR SHOOT
ART DIRECTION
An example of an interior shoot that I art directed. The purpose of this shoot was to document the redesigning of the ship’s interior.
P&O Cruises: Social Content // Christmas Advent Calendar Campaign // 2018
P&O CRUISES
SOCIAL
A Christmas social campaign, using the concept of a digital advent calendar to promote P&O Cruises destinations, on-board experiences and also their new ship ‘Iona’. Here are a few examples of the short videos I created for Facebook, Twitter and Instagram Stories.
P&O Cruises: Brand Content // Art Direction: Portrait & Detail Photography at Interior Design Studio // 2017
P&O CRUISES: PORTRAIT & DETAIL SHOOT AT INTERIOR DESIGN STUDIO
ART DIRECTION
A shoot with the interior designers who were behind the redesigning the ship’s interior. I planned and art directed the shoot.
P&O Cruises: Digital Content // #HolidayYourWay Video Campaign // 2019
P&O CRUISES
DIGITAL / SOCIAL
A video campaign to promote P&O Cruises destinations using ‘holiday types’, the idea that there is a holiday for everyone with P&OC. We came up with the following ‘holiday types’: the adventurer, culture vulture, nature lover, foodie, urban explorer, wildlife watcher and sun worshipper. We then shared these holiday types to the ATL agency so we could align this campaign with digital across the board. This was the overarching campaign for that season, and I created an edit which was used as the Facebook and Twitter cover video. Bespoke music also commissioned to complement each holiday type.
P&O Cruises: Social Content // ‘Done On A Cruise’ Video Series // 2019
P&O CRUISES
SOCIAL
Following the success of our Advocate Quote campaign, we took the idea of using people’s stories to promote P&O Cruises, and created a ‘Done on a cruise’ video series. This features quotes from past cruisers about surprising and extraordinary experiences they had on a P&O Cruise. The idea was to boost these as ads to the extended audience (those who don’t follow the P&OC page and who wouldn’t consider cruising for a holiday), in hope that it would surprise them and change their perspective on cruising – leading them to consider a P&O Cruise.
P&O Cruises: Social Content // ‘Where Would You Rather Be?’ Campaign: Which One? // 2019
P&O CRUISES
SOCIAL
Part of our “Where Would You Rather Be?” campaign, this has a different creative approach to asking the audience ‘which one?’; where the visual is representing someone who cannot decide which destination they prefer. I pulled similarities between the two destinations to sit side by side to make an engaging visual, especially the opening frame where I wanted the audience to almost make a double take as they scroll through their feed.
P&O Cruises: Social Content // ‘Where Would You Rather Be?’ Campaign: Polls // 2019
P&O CRUISES
SOCIAL
Understanding our P&OC audience engage with interactive posts and gamification, I came up with the idea of “Where Would You Rather Be?”, featuring two destinations where the audience has to pick their favourite in a ‘would you rather’ style. The audience would comment with their favourite and then we followed with a short video of the winning destination. In terms of engagement, the polls did better on social as they required the audience to participate, which they react very well to; the first one we posted (Norway vs Caribbean) received 378 comments. We also accompanied these with Facebook polls, and the use of Instragram Stories poll stickers, as part of this campaign.
P&O Cruises: Social Content // Gamification // 2019-2022
P&O CRUISES
SOCIAL
Our P&OC audience engage extremely well with gamification, it is one of our top performing creative formats, some have generated over 1000 comments on a single post. Previously I have created word searches, emoji hunts, anagrams, spot the differences – to name a few – and then I came up with the idea of an “Odd One Out’ and ‘Guess the…….’ series. Below are a couple of examples of each series. All these were top performing posts; the ‘guess the destination’ below generated 2.6k likes and 1.6k comments (boosted), and the ‘odd one out’ ships generated 266 likes and 268 comments (unboosted). This was a 14% engagement rate, exceeding well over our target, with our KPI being 4%.
P&O Cruises: Social Content // ‘Where Would You Rather Be?’ Campaign: Voted Videos // 2019
P&O CRUISES
SOCIAL
Understanding our P&OC audience engage with interactive posts and gamification, I came up with the idea of “Where Would You Rather Be?”, featuring two destinations where the audience has to pick their favourite in a ‘would you rather’ style. The audience would comment with their favourite and then we followed with a short video of the winning destination, in a “we asked, you answered” style. Here are a few examples of these voted videos.
P&O Cruises: Social Content // Advocate Quotes // 2019
P&O CRUISES
SOCIAL
Our Advocate Quote campaign has been our most consistently successful content on P&OC social. The idea is using people’s stories to promote P&O Cruises, as consumers now respond better to influencer marketing rather than traditional marketing; trusting the reviews of other people rather than huge corporate companies. We use this content organically, strengthening our loyal community by sharing their stories, encouraging our audience to then share their own stories in the comments. At the same time they are also used as paid ads to the extended audience (those who don’t follow the P&OC page and who wouldn’t consider cruising for a holiday), in hope that other people’s reviews would surprise them and change their perspective on cruising – leading them to consider a P&O Cruise. This content achieves around a 10% engagement rate (our KPI target is 4%).