P&O Cruises
A Multi-Channel Paid Media Campaign
Charting a Course for Success
BACKGROUND
P&O Cruises embarked on a mission to navigate a key challenge: maximising ship occupancy while enhancing yield for its 2024 departures. Historically, campaigns had struggled to stay afloat, with low yields stemming from price-sensitive customers in a fiercely competitive market.
To chart a new course, P&O Cruises launched the Wave Campaign—an innovative, data-driven paid media initiative designed to reel in high-value customers and fill their ships with eager travellers. This effort was recognised as a standout collaboration, earning Yoghurt Digital and P&O Cruises the prestigious Client Partnership of the Year Award at the Microsoft Advertising Partner Awards in the Asia-Pacific Region.
The award celebrated the power of partnership and innovation, highlighting how P&O Cruises turned challenges into opportunities, leveraging cutting-edge strategies and technologies to deliver exceptional results.
APPROACH
To steer P&O Cruises toward success, we implemented a multi-channel paid media strategy. This approach combined precise targeting with creative excellence to cruise smoothly across various platforms.
Demand Generation Across Channels
- Implemented targeted campaigns across Google Ads, Bing Ads, and Meta Ads in both Australia and New Zealand.
- Focused on audiences actively in-market for cruise and travel through the use of first-party and third-party data and AI tools.
High-Value Offers
- Revised the deposit structure to appeal to a more committed audience.
- This tactic reduced cancellations and led to higher-value bookings.
Strategic Budget Allocation
- Optimised budget distribution based on search trends, campaign data, and key geographical locations to maximise booking volume and ROI.
RESULTS
The targeted, data-driven strategy and cruise-ready approach delivered strong outcomes, addressing P&O Cruises' challenges and driving measurable business impact.
Enhanced Audience Engagement
By tailoring promotional offers, P&O Cruises attracted a higher-value audience with greater intent to book.
Increased Profitability
The focus on premium customers resulted in higher transaction growth and improved yield per booking.
Optimised Campaign Efficiency
Strategic targeting and budget weighting across platforms led to significant demand generation and conversion rate growth.
AWARD RECOGNITION
The Wave Campaign sparked innovation and collaboration, keeping P&O Cruises ahead in the occupancy race while charting a course for sustained success. P&O Cruises and Yoghurt Digital were honoured with the Client Partnership of the Year Award during the first in-person Microsoft Advertising Partner Awards in the Asia-Pacific Region at Telstra’s Customer Insights Centre in Sydney.
Together, we exemplified how fresh approaches can lead to industry-leading outcomes.
Our third and most successful Wave campaign with Yoghurt Digital’ is proof of the team’s consistent great work and rigour in performance marketing! Each year, they’re employing learnings from previous, and the results speak for themself.
