““ You win battles You win battles by knowing the by knowing the

enemy's timing, enemy's timing, and using a timing and using a timing

which the enemy does which the enemy does not expect.”not expect.”miyamoto musashimiyamoto musashi

P&O Cruises

staying ahead means thinking ahead

A brief history of foresight

A brief history of foresight

•Arthur Anderson (1792-1868), the one-time clerk who rose to become Chairman of P&O, due to his

imagination and foresight.

•Inventor of the cruise holiday

A brief history of foresight

Cruise holiday goers

Facts and figures

Cruise holiday goers

1.1 million passengers in 2008

Core market is 55+ old with stable finance

73% of cruise holiday goers will still go on cruise holiday, despite crisis

This is due to low cost of living ( lower mortgage, no children, etc) and a passion for cruise holidays

Meanwhile, back in the rest of Britain

59% of Britons say their financial situation is affected by crisis.

32% of Brits will stay at home or do a vacation in Britain.

Middle aged people aged 35 to 44 with families are planning their break within the UK.

23% of middle agers will not be going on holiday at all to save money compared to 19% of over 55’s and 18 to 34 year olds.

Putting two and two together

“The time to repair the roof is when the sun is shining.”

John F. Kennedy

– This year the cruise lines will be relatively untouched in bookings due to relative “recession prove-ness” of core group.

– Discount offers and loyalty programs for core group are in place. Measures to satisfy the core group are in place.

Use the

window offered by recession ’09 to sow the seeds of future customers.

Go after the the slightly younger market of middle agers (the hardcore potential of tomorrow) who plan to remain in Britain.

Get them acquainted with and feeling good about P&O.

Sample a different taste of the total P&O experience at one of our partners

Get to do it at rates and with privileges only given by P&O

Do it in Britain

P&O Taste of Life

A sample of the possibilities for the program

A taste of the food you can expect

(many restaurants and top chefs are partners of P&O)

A taste of the entertainment

(West End shows are part of P&O offer)

A taste of the culture you encounter

(Tate

Modern is partner of P&O)

Why this plan?

• Extra potential revenue for partners (strengthen ties between them and P&O)

• Data collecting tool for new customers from an important target group (next gen cruisers)

• Brand preference reinforcement for current P&O customers (proud of P&O)

• Helping out in hard times is the right thing to do. Period.

Why P&O ?

• We claim to be Britain’s favourite cruise liner, so let’s prove it.

• Foresight is in P&O DNA. You don’t survive over a 100 years by not thinking of tomorrow, today.

• Because of the relative stability of passengers in 2009, it’s the perfect window for the market leader to create new customers, while the competition is busy fighting each other.

Inspiration for creative

Thank you

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