The Brief
Juicy Projects started creating videos for the P&O Cruises Shore Tours team in 2004.
In 2013, P&O contacted Juicy for a complete refresh of the content, and a re-evaluation of their Shore Tours communications strategy. They asked us to consider their shore tour offerings from a different perspective, and we came up with a new, holistic communications campaign to highlight the transformative potential of these experiences.
Juicy Projects proposed following real passengers (and celebrities) on a live shore tour journey, capturing their experience with the tagline ‘I found myself…’
We drew on the desire of holidaymakers to not only discover something about the world around them, but something about themselves – the essence of travel.
Shooting took place in Fiji, New Zealand, Papua New Guinea, Queensland, Vanuatu and New Caledonia, with multiple two-person teams to build each story.
All up Juicy delivered over 100 different videos, each with multiple versions including 3 minute webisodes for YouTube and onboard in-cabin content, plus 30 & 60 second versions to be used on the P&O website and socials.
“The P&O Cruises – Cruise Experience Project was a mammoth undertaking, 3 years in the making, filming across Australia, Vanuatu, New Caledonia, Fiji, New Zealand and Papua New Guinea. Dave, Caro and the team were relentless at carving 112 engaging stories out of real P&O Cruises Shore Tour experiences. The project was a huge success, with some of the stories generating hundreds of thousands of hits online.”
Michael Mihajlov
Destinations Manager, Carnival Australia
Client
P&O Cruises Shore Tours
Scope
Strategy
Creative
Competition Mechanic and Administration
Full Production
