P&O Cruises wins two more awards!

P&O Cruises has won two awards at the Pearl International content awards for the Iona inauguration social media campaign.

The Content Council Pearl awards is an extremely prestigious event, celebrating the best-in-class content marketers from around the world. The awards were:

• Most effective Travel and Leisure: Gold with P&O Cruises/Iona
• Best Use of Social Media: Silver with P&O Cruises/Iona

The challenge and key objectives were to generate maximum excitement and media buzz in the build-up to Iona’s inaugural event, and cover the live event; engage with loyal customers who were longing to see Iona for the first time and cruise again; and introduce the new Excel Class of ship to existing and potential new customers, debunking myths about their size and showcasing their many innovations.

On the day itself, we delivered a coordinated programme of ‘live’ content across social media channels. All posts were to align with the ‘See the world in widescreen’ campaign, and showcase the breadth, depth and quality of new experiences these big ships offer.

After the event, we needed to retain the interest of the ‘warm’ audience of frequent UK and international travellers and to achieve a KPI reach of at least five million people across the campaign period, which was then extended to 12 million. We ended up reaching 30 million people cumulatively across the pre-event day and post event phase. Of this, we reached just over 18 million newcomers.

So many people played a key part of the inauguration, and it’s fantastic to see all of this hard work recognised with these wins.  Well done everyone!