P&O Cruises: Gary Barlow

When P&O Cruises signed Gary Barlow as the musical director for their brand new, largest ship Iona, they wanted a pared-back and confident campaign to appeal to a new, younger audience. Pushing against the traditional ‘fun in the sun’ approach challenged pre-conceived ideas around the brand with amazing results. The assets were picked up by TV, national press and social media to give priceless coverage. The campaign generated a total reach on Facebook of 4.6 million with nearly 90,000 landing page views and crucially, over 50,000 new-to-site visitors.