P&O Cruises Australia appoints Supermassive to brand relaunch
The appointment is immediate, with new work expected sometime later this year
Supermassive has been named the new creative agency of record for P&O Cruises in a major coup for the newly formed independent.
The agency will oversee the repositioning and relaunch of the 90-year-old Australian brand, resulting in a new brand platform, brand identity and refreshed creative output across all channels.
P&O Cruises chief commercial officer, Kathryn Robertson, “P&O, a pioneer in Australian cruising for 90 years, is proud of its uniquely Australian offering. We are thrilled to partner with Supermassive, who have demonstrated a disciplined and fresh approach to brand strategy and non-traditional thinking, that will no doubt further enhance the P&O brand."
Supermassive co-founders, Laura Aldington, Simone Gupta and Jon Austin said "The opportunity to help this wonderful, iconic brand realise its full potential by bringing a whole new audience to cruise is a dream brief for us. The P&O team's ambition to pair disciplined brand thinking with effective creative excellence aligns perfectly with ours, and we can't wait to get started"
The appointment is immediate, with new work expected sometime later this year.
Supermassive launched in June 2023 with an ambition to set a new benchmark in effective non-traditional advertising and earned media.
Co-founder Laura Aldington said: “A study by the World Advertising Research Centre (WARC) of the 100 most effective campaigns concluded that ‘the most effective ads, all over the world, no longer look like ads. The top campaigns frequently used fame-building tactics, often built on a highly PR-able idea, with media in support; sociability, spin, salience and spectacle.”
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“Supermassive’s mission is to partner with brands who share our belief that to be effective, they need to entertain more than interrupt; lean into popular culture and not compete with it; outsmart when they can’t outspend, and make people want things by making things they actually want. We combine disciplined brand strategy with deep-earned expertise and put it in the hands of a creative leader with an exceptional track record in this space,” Aldington added.
