The brief from the client was to attract ‘new to cruise’ individuals and change their preconceptions.

My concept was driven by the idea of the viewer seeing new destinations appear, as seen from the deck, whilst the design for the stand was inspired by the aesthetic of the ships interior architecture. The immersive video wall aimed to create that ‘wow’ moment that would appeal to travellers seeking new experiences with epic vistas showcasing worldwide cruise destinations.

With branding kept to a minimum my focus was on creating a premium lounge-bar experience that took the visitor on a journey, proving that arriving at a new holiday destination from the sea changes everything. Meanwhile visitors were offered a destination-inspired mocktail and chat with a team member as well as the opportunity to create their own personalised video, based on their holiday loves and needs.

On select weekends, visitors were also able to get a further taste of life onboard with live music as well as cocktails created using an exclusive rum made specially for P&O Cruises.

Awarded Gold in 2024 IPM Awards Travel, Leisure and Tourism category. Plus Bronze in Experience near point of purchase.

Awarded Gold in 2024 FMBE awards for Most Effective Roadshow/Shopping Centre Campaign, plus Most Effective Use of Digital or Tech and Most Effective Stand or Display Unit.

The project has been such a success that the client has extended the campaign across numerous sites in 2025.