The partnership will see Time Out’s team of journalists create bespoke content featuring the best things to do, see and eat in destinations.
The content will be aimed at attracting a new audience of guests who have yet to consider a cruise holiday and will also be developed to enrich the experience of existing guests. In addition, it will connect P&O Cruises with Time Out’s existing audience of travellers.
Discovery like a local
The first campaign focuses on how a P&O Cruises holiday allows guests to uncover destinations authentically like a local while travelling in style.
Through content (launched over the next year in a phased campaign), local knowledge and high-impact imagery, it will include: a digital content hub on Time Out with features, quizzes and local guides, providing the insider secrets into P&O Cruises’ destinations.
As part of the content, an interactive ‘Scrap the Tourist Trap’ quiz will allow travellers to build a personalised bucket list of things to do while they are in each destination.
A ‘Detour’ video series profiles local people, from shop and restaurant owners to entertainers and reveals their personal recommendations.
Targetting a new audience
P&O Cruises president Paul Ludlow said: ‘Time Out’s unique and trusted content will resonate with a new audience who may never have considered a cruise holiday before but will also provide existing guests with expert advice on how to make the most of their time in destinations.’
Time Out Media’s director, strategic client partnerships, Gareth Thomas called the partnership, ‘a long-term editorial approach’ adding, ‘we will create content for new destinations as they come on board to enable P&O Cruises holidaymakers, both existing and new, to access the inside track on places.’
Time Out since 1968
Time Out launched in London in 1968 with a magazine to help people discover the exciting new urban cultures that had started up all over the city. Today, across the Group’s digital and physical platforms, Time Out’s journalists curate the best things to do, see and eat in 333 cities in 59 countries.