P&O is attempting to sail upmarket with the new tagline: Like No Place On Earth. “It’s sophisticated, a little sassy and conjures feelings of escape, freedom and space with an element of luxury,”Senior Vice President Tammy Marshall declared.

Maybe so, but one of the three ads (pictured) features a child on a swing, albeit a sophisticated one, confirming families looking for a cheap all-inclusive holiday, remain a key target market for P&0, which carries more Australian passengers than any other cruise line.

P&O Cruises Like No Place on Earth, kidAnd they’ll become even more important with the cruise line preparing for a huge capacity increase in the upcoming 2014/15 cruise season when its fleet increases from three  to five “super-liners”.

The new vessels are the Pacific Eden and Pacific Aria, their names reflecting the new “heavenly, otherworldly theme” (Like No Place On Earth – get it?)

No need to be flippant however – the fact is that the pressure is on for P&O Australia to sell almost twice as many cabins as it did last year.

Adding spice, is an increasingly competitive market that is getting flooded with ships based out of the major east coast ports.

It’s a big challenge, not only for P&O but also the marketplace, with potential for an all-out discounting war in order to drive volume.

The new campaign “will be rolled out over the next five months, starting with trade activity, social media and the cruise line’s website, with a consumer campaign to be launched later this year,” according to a PR release.

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