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quote: P&O Cruises appoints new creative agency BMF, as company grows and reshapesDate: 26 Oct 2007P&O Cruises’ is embarking on its most significant brand repositioning in more than 20 years with the appointment of a new creative agency.World-class creative agency, BMF, will work with P&O Cruises to review and reposition its branding in both Australia and New Zealand.Ann Sherry, Chief Executive Officer of Carnival Australia which operates P&O Cruises, said the time was right for the company to reposition and redesign its branding.“This is the first time we’ve conducted a major overhaul of our brand for about 20 years so this is a very exciting time to partner with our business,” Ms Sherry said.“P&O Cruises is already the country’s leading cruise company and will carry about 150,000 passengers on fantastic holidays in 2008 – an increase of about 50 per cent over the past three years.“However, there is no doubt that our brand has been under pressure in recent years following some very tough challenges to the operation of our business, and our research confirms this.“The review of the P&O Cruises’ brand is an opportunity to ensure we remain contemporary, fresh and are able to reach new customer markets in the competitive travel sector.“It is also an opportunity for P&O Cruises to tell our customers about our fantastic itineraries, the unique features of our product and demonstrate our commitment to the wellbeing of our passengers.”BMF’s appointment followed a competitive tender process. Matthew Melhuish, CEO of BMF said: “This is a very exciting time for P&O Cruises and we are thrilled to have been selected to partner them to achieve their vision for the business. We are really looking forward to working with Ann Sherry and her team.”Ms Sherry said the company had aggressive growth plans over the next few years, starting with the arrival of P&O Cruises’ new flagship, the 70,000 ton, 2050-passenger Pacific Dawn, which will become Australia’s first superliner when she debuts in Sydney on Thursday, 8 November.Pacific Dawn will be named by Olympic gold medallist Cathy Freeman in a spectacular event at Sydney’s Circular Quay, which will feature a giant light projection show across Sydney Harbour.
World-class creative agency, BMF, will work with P&O Cruises to review and reposition its branding in both Australia and New Zealand.
Ann Sherry, Chief Executive Officer of Carnival Australia which operates P&O Cruises, said the time was right for the company to reposition and redesign its branding.
“This is the first time we’ve conducted a major overhaul of our brand for about 20 years so this is a very exciting time to partner with our business,” Ms Sherry said.
“P&O Cruises is already the country’s leading cruise company and will carry about 150,000 passengers on fantastic holidays in 2008 – an increase of about 50 per cent over the past three years.
“However, there is no doubt that our brand has been under pressure in recent years following some very tough challenges to the operation of our business, and our research confirms this.
“The review of the P&O Cruises’ brand is an opportunity to ensure we remain contemporary, fresh and are able to reach new customer markets in the competitive travel sector.
“It is also an opportunity for P&O Cruises to tell our customers about our fantastic itineraries, the unique features of our product and demonstrate our commitment to the wellbeing of our passengers.”
BMF’s appointment followed a competitive tender process.
Matthew Melhuish, CEO of BMF said: “This is a very exciting time for P&O Cruises and we are thrilled to have been selected to partner them to achieve their vision for the business. We are really looking forward to working with Ann Sherry and her team.”
Ms Sherry said the company had aggressive growth plans over the next few years, starting with the arrival of P&O Cruises’ new flagship, the 70,000 ton, 2050-passenger Pacific Dawn, which will become Australia’s first superliner when she debuts in Sydney on Thursday, 8 November.
Pacific Dawn will be named by Olympic gold medallist Cathy Freeman in a spectacular event at Sydney’s Circular Quay, which will feature a giant light projection show across Sydney Harbour.
Still,upon reading the attached news brief I wonderwhy is it that corporate CEO's sound so much likepoliticians...and even more annoying,why,oh WHYdo they insist on using that word 'superliner'?.
anyone?...anyone?
Teva
quote:Originally posted by Teva:Still,upon reading the attached news brief I wonderwhy is it that corporate CEO's sound so much likepoliticians...and even more annoying,why,oh WHYdo they insist on using that word 'superliner'?.anyone?...anyone?Teva
Actually this press release is inaccurate in stating that PACIFIC DAWN will be Australia's first 'superliner.' That distinction went to PACIFIC SUN, which, as JUBILEE, was widely touted by Carnival as one of the "SuperLiners" of the HOLIDAY Class. That marketing scheme was trumpeted all over the press and advertising in the mid-1980s, I suppose, since they were the largest new cruise ships being built at the time. The FANTASY-Class ships were then referred to as "MegaLiners", and after that, as ships got so immense, they stopped giving such adjectives to them at all.
The term 'superliner', of course is relative. Traditionally it only applied to the biggest and fastest transatlantic liners, but, in modern marketing cruise-speak, began to acquire alternate meanings.
Rich
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