As many as 61% of Britons have yet to fulfil many of the ambitions on their bucket lists, according to research that served as the starting point for a new campaign by P&O Cruises. Instead of building its communication around destinations and cruise offerings, the brand decided to explore the experiences Britons dream of and what prevents them from turning those plans into reality.
The Britain’s Bucket List campaign was developed by Pablo London with the idea of creating a collective list of the British public’s unfulfilled dreams. People can submit experiences they would like to have, ranging from travel and adventures to cultural events and personal life goals. Submissions are open until November 15, after which P&O Cruises will present the results, including the most common aspirations and differences across regions and generations.
Participants also have the chance to win a trip. A panel of travel experts and brand ambassadors will select the three most inspiring submissions, whose authors will receive a P&O Cruises holiday.
The creative concept uses public spaces as a platform for showcasing these aspirations. The commercial features projections of people’s wishes on streets, along the coast and in other everyday settings, while large-scale OOH activations are also planned at prominent locations in London and Liverpool. These include Tate Modern, New Oxford Street, Radio City and Lime Street, where selected wishes will be projected onto buildings as part of the collective list.
Media strategy, planning and buying are handled by Wavemaker, part of WPP Media, in collaboration with Ambient on OOH activations. The campaign includes a partnership with Mail Metro Media through Metro and Daily Mail, as well as paid social media activity. The results and winners will be announced through these publications’ print and digital platforms and across social media.
Through Britain’s Bucket List, P&O Cruises connects its brand positioning with consumers’ personal ambitions, using their own stories as campaign content. Cruising is presented as one way to fulfil long-postponed plans, while audience participation allows the communication to continue developing beyond the initial commercial.
