A digital campaign launched Iona, the largest ship in P&O Cruises’ history, marking a bold evolution for the brand. Designed for a new generation of holidaymakers, the campaign elevated how ships and itineraries are presented online, delivering a clearer, more immersive user experience.

At its core was an interactive AR model offering a 360˚ virtual tour, digitally capturing the ship’s scale and luxury. Social media built anticipation with a single evolving graphic, reflecting Iona’s range of experiences, while destination photography added narrative depth.

Email communications took two distinct approaches: bold, structured layouts with dynamic headlines for clarity, and minimalist, emotionally driven designs to spark curiosity.

The campaign reintroduced P&O Cruises through Iona, blending storytelling, design, and technology to signal a confident new chapter.