P&O Cruises Australia, in partnership with independent creative studio Supermassive, has unveiled a new brand platform, 'Brings Us All Together. The parties say this marks a significant transformation for the 91-year-old company, as it seeks to further differentiate itself in the increasingly competitive cruise and travel landscape.

Kathryn Robertson, Chief Commercial Officer P&O Cruises Australia, believes the new platform presents an opportunity to underscore P&O's unique selling proposition. Supermassive has highlighted P&O's ability to deliver quality time, connection, and togetherness through its service and onboard experiences, a message that resonates in a post-pandemic world where connection and shared experiences have taken on new importance.

The new platform was launched with a unique choral arrangement of Fleetwood Mac’s 'Everywhere', performed by a 300-strong choir onboard the Pacific Encounter. This performance forms the centrepiece of P&O's new brand campaign, which is live across TV, cinema, digital and social media.

In addition to the new brand platform, Supermassive has also overhauled the brand’s visual and tonal identity across all paid, owned and earned channels, as well as onboard P&O ships. The new brand identity, designed in collaboration with Common Design, centres around the sweeping arches of the brand’s ampersand, a symbol of connection and unity that aligns with the new brand message.

Walkley Award-winning photographer David Maurice Smith was enlisted to create visuals for the brand's new large-scale out-of-home, print and digital campaign. His work is expected to bring a fresh and engaging visual perspective to the brand's messaging.

Robertson says the new platform will inform the company's service proposition, onboard guest experience, and internal culture. This suggests a holistic approach to the brand transformation, with the new platform set to permeate every aspect of the P&O experience.