P&O Case Study: The Big Vote App


p and o app



P&O Cruises tasked Headstream to produce a stand out content campaign for the launch of their newest and largest cruise liner, Britannia.  At 141,000 tons, the ship is the largest to ever be built for the UK audience and is due to set sail in 2015.

Our objectives from the client were to raise awareness and create excitement of Britannia amongst new and existing customers, drive bookings, capture data of new prospects and increase engagement across P&O Cruises’ digital channels.



We conceived and developed ‘The Big Vote’.  A responsive application housed on P&O Cruises’ website and imported into Facebook.

To highlight different aspects of Britannia’s unique features, each month The Big Vote allowed users to vote on related questions about how they’d like to spend their time onboard the new cruise liner.
For example, January 2014 the app centred on the ships design.  Users were able to vote for their favourite feature of the ship and decide whether they’d prefer to relax on board either; by the pool with a cocktail, in the spa, or at the library with a good book?

After voting, users would submit their details to be entered into a monthly competition to win a cruise for two on Britannia’s maiden voyage. Smaller prizes were also up for grabs such as cookery books, and branded ship giftware.


 Engagement with the app during the first month of its launch exceeded all expectations and saw some of the highest social shares and likes for P&O Cruises content within social channels.

We also received strong click through rates to the P&O Cruises site for booking enquiries and good dwell times within the app.

For more information around the specific results of this campaign, please contact tom.chapman@headstream.com.

Water – toxic or not?

Fact or Urban Myth?  Re-use, re-cyle or re-purchase?   It’s a bit of a dilemma.  Here we all are trying to do our bit for the environment and re-use our products smartly, when we hear that re-using plastic water bottles can be dangerous – due to carcinogenic compounds breaking down into the water.  So who do we put first, the planet or our own health?  Hmm, I know which way I’d go!    But fear not, here’s the perfect place to check out the facts:  Snopes   It’s the website to debunk or prove those weird rumours.    And for those who’ve been fearing their re-used Evian bottle, the good news is – it’s a myth, it’s totally harmless  


True or False? A black screen equivalent to Google that saves the planet

Um…. Well actually it’s true!   It’s called Blackle and apparently, yes having a black screen does in fact use less energy than white and therefore claims to be effective at saving energy. Have a go yourself at blackle.com 



Look busy your boss is watching!

It’s always the little touches that count and this couldn’t be truer than with Last Minute and their homepage.  You may not have noticed but on the top right of their homepage they have a link entitled ‘The boss is watching – look busy’, click on this and you get taken to an excel page entitled ‘Mission-critical market analysis’.  Slight glitch for me in that I am more likely to be questioned on my antics with an excel sheet full of graphs and pie charts…..nice thought though!