Carnival Corporation-owned P&O Cruises has appointed a new agency as part of plans to develop a more data-driven, personalised and informed approach to its engagement strategy to deepen its connection with guests.
MRM UK has been handed the brief to create the holistic, customer-centric approach to guest engagement and will also set the foundations for the evolution of P&O Cruises’ loyalty programme, The Peninsular Club.
The focus will be on unlocking short-term customer value while nurturing longer-term relationships that inform future initiatives.
The ultimate aim is to ensure a more timely, personal and relevant customer experience, while driving improvements in key metrics such as net promoter score and on-board revenue.
Creative agency Pablo has held the account since 2022 and is responsible for developing and implementing the “Holiday like never before” brand platform, while Wavemaker UK handles media planning and buying. Bristol-based agency Armadillo has also worked on the business.
Founded in 1837 as a mail and passenger transport company, P&O is one of the world’s oldest cruise lines. The Peninsular Steam Navigation Company expanded its operations from the Iberian Peninsula to the Orient in 1840, becoming the Peninsular and Oriental (P&O) Steam Navigation Company. In 1844, the company pioneered leisure cruising with sailings from England to the Mediterranean.
These days it operates out of Southampton and offers a wide range of destinations across its fleet of seven ships, including the Caribbean, Scandinavia, the Canary Islands, Spain, Portugal and destinations in the South Hemisphere.
P&O Cruises vice president of brand and marketing strategy Rob Scott said: “P&O Cruises is committed to delivering exceptional experiences at every stage of the customer journey.
“Working with MRM UK will allow us to take a more data-driven approach. This is a pivotal step in transforming how we serve and delight our customers, both on board and beyond.”
MRM UK head of strategy John Riley added: “P&O Cruises is a brand with a strong heritage, which is going through a period of transformation.
“To be on the journey with them is both exciting and a privilege. These initiatives will ensure that the customer experience – now and in the future – is as rewarding as it can be.”
Related stories
Data still key as brands step up battle for Brits’ loyalty
Brands urged to help out as cost of living crisis deepens
Will data drive your cost-of-living crisis exit strategy?
‘Skint’ GenZers reveal their steadfast love of ‘purpose’
Armadillo nets Cunard and P&O Cruises in CRM coup
P&O and Cunard sail into Lida
