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Investigating the Cruise Industry Assignment 3
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Investigating the Cruise IndustryAssignment 3
Sophie Skipper
In this assignment I am going to compare two cruise companies, Celebrity Cruises and P&O on
their promotional activities, pricing structures, how they tailor their cruises to the UK market,
and their FAQ’s.
P&O is the oldest cruise line in the world, having operated their first passenger ships in the
early 19th century. P&O are based at Carnival House in Southampton in the UK, and is operated
by Carnival Corporation. P&O currently own 7 cruise ships with the total passenger capacity of
14,970. P&O have a share of 5% of all cruise lines worldwide.
Celebrity Cruises was founded in 1988, they merged with Royal Caribbean International to
become Royal Caribbean Cruises Ltd. The signature ‘X’ displayed on the funnel of all Celebrity
ships is the Greek letter chi, for ‘Chandris’. The company’s headquarters are in Miami, Florida.
Promotional activities
Celebrity Cruises P&O
TV Advertising TV Advertising
Celebrity Cruises use a wide range of imagery P&O Cruises TV adverts are focused on
in their diverse TV adverts. They act as a providing luxury holidays away from home,
promotion of the full experiences on board directing their promotion more towards the
with modern luxury activates such as elder and couples target market. They use short
massages. Also there are references to clips of activates on board such as dancing and
exotic destinations of which the cruise liners promotional accessories to engage the audience
visit. This engages the audience involving in the advert, involving them throughout the
them in the overall experience throughout advert within the caption ‘P&O Cruises time for
the advert. you’
Link to Celebrity Cruises TV advert: Link to P&O Cruises TV advert:
http://www.youtube.com/watch? http://www.youtube.com/watch?
v=mbW2D1c0_GM v=l78vBPFTQu8
Brochures Brochures
Celebrity Cruises use brochures to appeal to P&O Brochures provide the important
the public providing a range of information, information in terms of destinations, worldwide
including on and off board experiences and experiences, on board entertainment and
detail in overall worldwide exotic facilities. Also describing ventures through
destinations. exotic parts of the world such as the
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