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P&O Cruises takes top Christmas ad spot, to sponsor 'Adventures on 4'

The next episode in P&O Cruises' 'Moments That Matter' advertising campaign will air in the hero spot on 'Coronation Street' Christmas Day then run alongside the company’s new sponsorship of Channel 4’s ‘Adventures on 4’ programming in 2022.

Anne Kalosh, Editor, Seatrade Cruise News & Senior Associate Editor, Seatrade Cruise Review

December 23, 2021

1 Min Read
Credit: Seatrade Cruise News

This begins Jan. 1 and will stretch 12 months, aligning P&O Cruises with some of the UK’s most watched shows. This will 'whet the appetite for adventures at sea as it reaches a new audience for us,' P&O Cruises President Paul Ludlow said. 

The sponsorship will include idents and sponsorship of All 4 on-demand programming. The deal will see P&O Cruises sponsor some of the channel’s most popular programmes including 'Hunted,' 'Celebrity Hunted for Stand Up To Cancer,' Guy Martin programmes and Sue Perkins’ 'Big American Roadtrip.'

'The Big Kid'

The new TV ad, featuring a father and daughter on holiday in the Caribbean, continues P&O's brand campaign capturing the small, personal memories that make holidays meaningful and memorable. Each episode features real-life hero relationships.

‘The Big Kid’ features a daughter recounting a day with her father exploring Barbados and snorkelling with a turtle. It is told through first person snapshots and moments that make holidays live on in the memory.

By SNAP LDN with Some Such

The ad is by creative agency SNAP LDN, alongside production company Some Such. Following the premiere of the new 40-second ad, a longer 60-second version will be screened in UK cinemas in January. Media planning and buying was handled by Wavemaker.

Filming for future episodes in the campaign is under way.

Read more about:

P&O Cruises

About the Author

Anne Kalosh

Editor, Seatrade Cruise News & Senior Associate Editor, Seatrade Cruise Review

Anne Kalosh covers global stories, reporting both breaking and in-depth news on cruising's significant people, places, ships and trends. A sought-after expert on cruising, she has moderated conferences around the world, including the high-profile State of the Industry panel at Seatrade Cruise Global. She created and led the acclaimed itinerary-planning case study for Seatrade's cruise master classes held at Cambridge and Oxford universities. She has been the cruise columnist for AFAR.com, and her freelance stories have appeared in a wide range of publications, from The New York Times to The Miami Herald.

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