Shore Tours

Just one of the webisodes of the P&O Cruise Experience Project

The Brief

Juicy Projects had been creating videos for the P&O Cruises Shore Tours team since 2004.

The need arose for a complete refresh of the content, along with the opportunity to consider their shore tours offering from a strategic communications perspective into one holistic campaign.

Juicy Projects proposed following real passengers (and celebrities) on a live shore tour journey, capturing their experience with the tag line, ‘I found myself…’

The creative drew upon the desire of holidaymakers to not only discover something about the world around them, but something about themselves – the essence of what travel is about.

Shooting took place in Fiji, New Zealand, Papua New Guinea, Queensland, Vanuatu and New Caledonia, with multiple two-person teams to build each story.

In addition to the shore tours product content, Juicy maximised the time in each destination and onboard the P&O ships to shoot new destination videos and onboard product content.

All up there were over 100 different videos delivered, 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

The Client

P&O Cruises Shore Tours

Scope

Strategy
Creative
Competition mechanic and administration
Full production