The ethos of the partnership is to attract a new audience of guests who haven’t considered a cruise holiday before. Time Out’s audience is predominantly Gen X, Millennial and Gen Z; they are active, curious and culturally aware, say the publishers.
Since 1968, Time Out has curated and created content about the best things to do, see and eat and is now covering 333 cities in 59 countries. The new bespoke content for P&O Cruises will feature the best things to explore in destination and will be targeted primarily at first-time cruisers but also at enriching the experience of existing guests.
Time Out says it has identified an emerging travel trend amongst holidaymakers wanting to travel authentically whilst not compromising on comfort. Its first campaign as part of this partnership launches today and taps into this trend. The campaign focuses on how a P&O Cruises holiday allows guests to uncover destinations authentically like a local while travelling in style. Through content created by expert journalists (launched over the next year in a phased campaign), local knowledge and high-impact imagery, it unveils the hidden gems you can explore on a P&O Cruises holiday and includes:
- A digital content hub on Time Out with features, quizzes and local guides, which provide the insider secrets in P&O Cruises’ destinations. As part of the content, an interactive ‘scrap the tourist trap’ quiz allows travellers to build a personalised bucket list of things to do while they are in each destination
- A ‘Detour’ video series which profiles local people - from shop and restaurant owners to entertainers - and reveals their personal recommendations
- A ‘Detour’ guide in print form for on-board guests
- Time Out & P&O Cruises email newsletters
- Time Out & P&O Cruises collaborative social amplification of the content
P&O Cruises president Paul Ludlow says: “We’re delighted to launch our new exploration partnership with Time Out, which will tap into their global expertise and heritage in authentic cultural and travel experiences. Time Out’s unique and trusted content will resonate with a new audience who may never have considered a cruise holiday before but will also provide existing guests with expert advice on how to make the most of their time in destinations.”
Gareth Thomas, Director, Strategic Client Partnerships, Time Out Media, says the partnership will build over time to provide different content streams; “We are very excited about working with P&O Cruises on a partnership that will take a long-term editorial approach. We will create content for new destinations as they come on board to enable P&O Cruises holidaymakers, both existing and new, to access the inside track on places.”
Gareth adds; “Time Out’s audience is open-minded and experience-hungry but time-poor so they want to take the stress out of planning without missing the best things. Our trusted expert journalists create content that helps P&O Cruises holidaymakers discover and explore their destinations, connecting with places and really getting to know the local people, culture and food. The partnership is a great testament to our inspirational content, valuable audience and trusted brand.”
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