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Retail Press Concept for P&O Cruises
Published:
Client: P&O Cruises Australia
Agency: BMF Advertising
Executive Creative Director: Shane Bradnick
 
With the P&O rebrand we got chance to look at how the retail press ads could be refreshed. The current look became very templated with classifieds style itineraries, starburst retail offers and a bit of creative squeezed in on the side where possible.
 
The problem is when it's sitting in the travel section of a newspaper it becomes lost amongst the other competitor itineraries that apply the same imagery/itinerary combination. 
 
So rather than just reskinning the ad we treated the actual information as the concept itself - using infographics. This creates a layout that is fun, differentiated and custom to the itineraries required for that particular ad.
 
 
 

 
Typical Press Ad
 
 
New concept