Portfolio Explorer
P&O Cruises
This project aimed to reshape the perception of cruises among younger audiences, shifting their view from outdated and unappealing to exciting and adventurous.
Client
P&O Cruise
Year
2025
Services
Web Design
Figma
Industry
Clothing
The Problem
P&O Cruises faced a significant challenge in attracting younger audiences due to the prevailing negative perceptions of cruises. Young individuals often associated cruises with being expensive, boring, and lacking adventure. Our goal was to shift these perceptions and position cruises as an exciting and viable holiday option for this demographic.
Key Issues
Unappealing Image – Cruises were often perceived as vacations for older people, making them unattractive to the younger audience.
Cost Barrier – Many young people believed cruises were overpriced and not worth the expense compared to other travel options.
Limited Awareness – The marketing of cruises lacked relatability for younger individuals, leading to minimal interest in the experience.
Lack of Digital Engagement – P&O Cruises did not have a strong presence on social media or interactive digital platforms to engage young audiences effectively.
Perception of Inaccessibility – Young individuals saw cruises as difficult to access both financially and logistically.
Impact on Engagement and Market Reach
With minimal appeal to younger individuals, P&O Cruises struggled to gain traction in this demographic. Traditional marketing efforts failed to capture interest, and the absence of digital interaction further alienated the target audience.
The Analysis
To redefine the perception of cruises, we conducted extensive research on audience preferences, digital engagement trends, and effective media strategies.
Research Findings
With minimal appeal to younger individuals, P&O Cruises struggled to gain traction in this demographic. Traditional marketing efforts failed to capture interest, and the absence of digital interaction further alienated the target audience.
Media Trust & Advertising Impact
Through analysis of media trust statistics, we found that social media advertising had low credibility, with only 1 in 10 people trusting it. In contrast, television and radio advertising had much higher trust levels (54% and 53% respectively), leading us to align our campaign with these insights.
The Solution
To effectively change how young people perceive cruises, we focused on modernizing P&O Cruises' digital presence and enhancing user engagement through an interactive website and mobile app.
P&O Cruises Website – A Fresh Digital Experience
Modern & Youthful Design – The website was redesigned with a sleek, adventure-driven aesthetic to appeal to younger audiences.
Simplified Booking Process – An intuitive user interface made cruise selection and booking more seamless, mirroring the ease of modern travel platforms.
Engaging Content – Integrated video previews of cruise experiences, real customer testimonials, and interactive trip planners to make browsing more immersive.
Social Proof & Gamification – Showcased real-time reviews and user-generated content to enhance credibility and engagement.
P&O Cruises App – Interactive & Engaging
All-in-One Cruise Companion – Designed an app that allowed users to browse, book, and manage cruises effortlessly.
Voting System for 'Famous Fugitives' – Users could participate in an interactive voting system, predicting eliminations on the Netflix show to win discounts and exclusive perks.
Live Activity Feed & Social Integration – Users could connect, share experiences, and see real-time updates on cruise events.
Augmented Reality (AR) Exploration – Added AR features that let users explore cruise ships virtually before booking.
By prioritizing a cutting-edge website and app experience, we rebranded P&O Cruises as an exciting, modern travel option—turning the outdated cruise stereotype into a digitally-driven, adventure-filled experience for young travelers.
P&O Cruises
This project aimed to reshape the perception of cruises among younger audiences, shifting their view from outdated and unappealing to exciting and adventurous.
Client
P&O Cruise
Year
2025
Services
Web Design
Figma
Industry
Clothing
The Problem
P&O Cruises faced a significant challenge in attracting younger audiences due to the prevailing negative perceptions of cruises. Young individuals often associated cruises with being expensive, boring, and lacking adventure. Our goal was to shift these perceptions and position cruises as an exciting and viable holiday option for this demographic.
Key Issues
Unappealing Image – Cruises were often perceived as vacations for older people, making them unattractive to the younger audience.
Cost Barrier – Many young people believed cruises were overpriced and not worth the expense compared to other travel options.
Limited Awareness – The marketing of cruises lacked relatability for younger individuals, leading to minimal interest in the experience.
Lack of Digital Engagement – P&O Cruises did not have a strong presence on social media or interactive digital platforms to engage young audiences effectively.
Perception of Inaccessibility – Young individuals saw cruises as difficult to access both financially and logistically.
Impact on Engagement and Market Reach
With minimal appeal to younger individuals, P&O Cruises struggled to gain traction in this demographic. Traditional marketing efforts failed to capture interest, and the absence of digital interaction further alienated the target audience.
The Analysis
To redefine the perception of cruises, we conducted extensive research on audience preferences, digital engagement trends, and effective media strategies.
Research Findings
With minimal appeal to younger individuals, P&O Cruises struggled to gain traction in this demographic. Traditional marketing efforts failed to capture interest, and the absence of digital interaction further alienated the target audience.
Media Trust & Advertising Impact
Through analysis of media trust statistics, we found that social media advertising had low credibility, with only 1 in 10 people trusting it. In contrast, television and radio advertising had much higher trust levels (54% and 53% respectively), leading us to align our campaign with these insights.
The Solution
To effectively change how young people perceive cruises, we focused on modernizing P&O Cruises' digital presence and enhancing user engagement through an interactive website and mobile app.
P&O Cruises Website – A Fresh Digital Experience
Modern & Youthful Design – The website was redesigned with a sleek, adventure-driven aesthetic to appeal to younger audiences.
Simplified Booking Process – An intuitive user interface made cruise selection and booking more seamless, mirroring the ease of modern travel platforms.
Engaging Content – Integrated video previews of cruise experiences, real customer testimonials, and interactive trip planners to make browsing more immersive.
Social Proof & Gamification – Showcased real-time reviews and user-generated content to enhance credibility and engagement.
P&O Cruises App – Interactive & Engaging
All-in-One Cruise Companion – Designed an app that allowed users to browse, book, and manage cruises effortlessly.
Voting System for 'Famous Fugitives' – Users could participate in an interactive voting system, predicting eliminations on the Netflix show to win discounts and exclusive perks.
Live Activity Feed & Social Integration – Users could connect, share experiences, and see real-time updates on cruise events.
Augmented Reality (AR) Exploration – Added AR features that let users explore cruise ships virtually before booking.
By prioritizing a cutting-edge website and app experience, we rebranded P&O Cruises as an exciting, modern travel option—turning the outdated cruise stereotype into a digitally-driven, adventure-filled experience for young travelers.
