Landlubbers Wanted – BMF launches new campaign for P&O Cruises
P&O Cruises have issued a nationwide call for Landlubbers – people whoʼve never been on a cruise holiday before. They want people to tell them why theyʼve never been cruising through a simple video submission. And when they find Australiaʼs 6 ultimate landlubbers, theyʼre going to take them on a free Pacific Islands cruise and film their experiences, which will then be uploaded to the web as content.
The integrated campaign by BMF launches with print, online, social media, and a call for entries video shot in Coober Pedy South Australia – an opal-mining town that could well be the landlubber capital of Australia. Not only is it 500 kms from the ocean, many locals actually live in underground dugouts.
The campaign is aimed at addressing some of the commonly held ʻbarriersʼ that people have to cruising. “We needed to try something different in order to change peopleʼs perceptions about cruise holidays”, says Jun Harada, Creative Director at BMF, ” so hopefully our landlubbers enjoy themselves – weʼre pretty confident they will.”