P&O Cruises to rebrand

P&O Cruises is to unveil a new brand identity, hoping to position the brand as ‘British’, ‘trusted’ and offering ‘the holiday of a lifetime’, it has been reported.

P&O Cruises is understood to have done the branding in-house, and the rebrand is said to have come about due to the previous identity offering trade partners a complex and confused message.

It has been reported that presentations and training of staff on ships has started and the cruise line is preparing to unveil the new branding to trade partners, together with a major TV advertising campaign in December.

Previously, P&O Cruises promoted each ship in its fleet differently, targeting them at the family market, the contemporary sector or more traditional cruise travellers.

It is reported that the new branding will go live online and on TV on 1 December.

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