The good news? P&O Cruises is offering a $1 deposit and free onboard spending money.
Bashful, Sydney has revealed its sixth campaign for P&O Cruises Australia "The Good News Sale" - the next installment in the independent agency's creative work alongside the leading cruising brand.
Over the last five campaigns, Bashful has used a distinctly Aussie humour to tell brand and product stories, yielding positive business outcomes. The "The Good News Sale" campaign features a variety of "bad news" situations where cheerier news is delivered to soften the blow.
P&O Cruises is partnering with the 7 Network's Big Bash League - launching with the WBBL on December 1, with four 15" TVC executions to ensure the campaign remains fresh throughout the three-month sale period. In addition to free to air and subscription TVC the videos will also appear online and be supported by digital display. In New Zealand the TV activity will also be supported with OOH.
Says Tim Chenery, creative director, Bashful: "Now you can book a P&O Cruise for just a $1 deposit. That's really good news. The good thing about good news is it makes bad news a little easier to swallow. The Good News Sale continues the irreverent style of humour that's helped to make the P&O brand distinctive in the cruise category."
Says Narelle Riley, marketing director, P&O Cruises: "The cruise category goes on sale in summer every year, so it is essential that our offers stand out. A $1 deposit is seriously good news for Australian cruisers.
"We love the way the campaign celebrates our great offer while delivering entertaining advertising that captures the P&O Cruises sense of humour and personality. We are looking forward to a strong sales result and to giving Aussies a good chuckle while they are enjoying the upcoming summer of cricket."