P&O Cruises
P&O Cruises inspired travel-loving families on Mumsnet, increasing brand positivity by 50%
“Our goal was to elevate P&O Cruises as a top choice for family holidays. Some families with young children may not have considered cruising when planning their family holidays and we wanted to show why a cruise holiday is perfect for them. By partnering with Mumsnet, we successfully engaged this audience to showcase the family-friendly experience that P&O Cruises offer, helping parents see the convenience and appeal of this kind of holiday.”
- P&O Cruises (2024)
Brief in brief
Reach travel-loving families by building awareness and consideration of P&O Cruises, while drumming up excitement for their September prize draw.
Opportunity
Travel is a key topic on Mumsnet, where parents turn for holiday inspiration and trusted recommendations. In the past 12 months alone, we have driven over £1.2 million in holiday bookings through our platform. Families are looking for stress-free, enjoyable getaways that prioritise quality time together, making P&O Cruises a top choice with its seamless travel experience and diverse activities for all ages.
Partnership overview
We used engaging content that highlighted P&O Cruises family-friendly offering paired with a data-driven display targeting strategy to reach key high-intent audiences effectively. To assess the campaign’s impact, we conducted a Brand lift study, measuring audience sentiment both before and after the campaign.
Results
Brand-led editorial: How to get a 14-night Med cruise in a balcony cabin under £3k per family
6.2k pageviews (+13% on KPI), 4% CTR (+33% vs BM)
Brand-led editorial: Your chance to win a 7-night family cruise to the Norwegian Fjords with P&O Cruises
9.5k pageviews (+14% on KPI), 51% CTR (+1600% vs BM)Social amplification: Social ads driving traffic to P&O Cruises prize draw editorial on Mumsnet
3,160 clicks (+11% vs KPI), 0.43% CTRDisplay: Reaching key audiences at scale with targeted creative assets to further amplify campaign messaging
8.6 million impressions (+110% vs KPI), 3.9k clicks, 0.03%-0.06% CTR (vs 0.05% BM)Email sponsorship: P&O Cruises sponsored three Mumsnet emails to drive awareness of the Norwegian Fjords prize draw, and traffic to the editorial
0.95% CTR (+374% of KPI)
