P&O Cruises is set to revolutionise its marketing strategy with the introduction of pop-up stands at major shopping centres.
These interactive stands will provide potential customers with immersive experiences, aiming to increase brand awareness and customer engagement.
Strategy to Build Brand Awareness
P&O Cruises is strategically deploying pop-up stands at prominent shopping centres, namely Bluewater and Westfield, during the peak booking season. This initiative aims to bolster brand awareness by presenting the P&O Cruises experience to potential customers who might not have previously considered a cruise holiday.
The pop-up stands are designed to attract attention and engage visitors by showcasing world destinations through digital screens and a sensory lounge. By doing so, the cruise line intends to clarify the diverse offerings and unique experiences that P&O Cruises provides.
The stands also offer customer interaction opportunities, such as entering a competition to win a holiday to the Caribbean, enhancing engagement and interest.
Innovative Engagement through Technology
The pop-up stands will feature advanced technological elements, including digital screens and tablets, allowing customers to explore the vast cruise options P&O Cruises offers. This tech-driven approach ensures potential guests have an immersive experience, which is expected to increase their interest in cruise holidays.
A spokesperson for P&O Cruises explained that although booking is not the primary focus, the stands are equipped to process bookings if customers desire. This process mirrors the onboard sales model, ensuring continuity for customers and travel agents alike.
Location and Timing of Pop-Up Stands
Strategically placed, the pop-up stands will be at Bluewater shopping centre from 27 January to 9 February, and at Westfield’s Shepherd’s Bush location from 19 February to 3 March, covering a crucial period for holiday bookings.
These locations were chosen due to their high foot traffic, providing maximum exposure to a diverse audience. This timing aligns with the cruise line’s marketing strategy to reach potential customers during a time when holiday planning is prevalent.
Supporting Travel Agents
By attributing bookings made at the stands back to travel agents, P&O Cruises reaffirms its commitment to supporting travel agents in growing their businesses. The initiative allows agents to benefit from the brand’s marketing efforts directly.
Paul Ludlow, President of Carnival UK and P&O Cruises, articulated that these efforts will help potential guests appreciate the exceptional value and varied experiences offered by a P&O Cruises holiday, thereby fostering consideration among new and existing customer segments.
Marketing Strategy: Holiday Like Never Before
The ‘Holiday Like Never Before’ campaign is part of a broader strategy to redefine perceptions of cruise holidays. P&O Cruises is positioning itself as a leader in providing exceptional value and diverse experiences, appealing to those who may not have previously considered cruising.
This strategic move is set to reinforce the cruise line’s market presence and drive interest and engagement by showcasing the unique amenities and experiences offered onboard.
Expected Outcomes and Future Prospects
With this initiative, P&O Cruises anticipates an increase in brand recognition and customer engagement, contributing positively to the overall perception of cruise holidays.
The success of these pop-up stands will potentially influence future marketing strategies, offering valuable insights into consumer interests and engagement tactics.
Customer Experience Enhancement
P&O Cruises aims to enhance the customer experience by providing an interactive and informative environment at their pop-up stands. By offering a glimpse into the experiences available on a cruise, customers can make informed decisions about their holiday choices.
The installation of pop-up stands by P&O Cruises marks a strategic effort to enhance brand presence and support travel agents.
As these stands engage customers directly, they promise to reshape perceptions of cruise holidays with innovative approaches.
