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 firstname.lastname@example.org.