Campaign: Tier 2 – Swap winter for summer
Element: Toolkit – copy – working document
Version: c
Date: 31/5/16
Tier2-Toolkit-SWFS-270516_c
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[lead image]
SWAP WINTER FOR SUMMER CAMPAIGN TOOLKIT
Welcome to your online toolkit for our ‘Swap winter for summer’ campaign. Everything you need is on this page. You can find out what the campaign is about and download ready-to-use images and copy, making it easy for you to create your own customer-facing communications. Simply scroll down and enjoy.
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CAMPAIGN IMAGE AND LINE
Swap winter for summer
ETHOS
In the cold, dark months, there’s only one season we long for. Summer. So let’s get your customers to swap icicles for ice creams this winter.
We have a wide choice of superbly sunny escapes and to help guests enjoy more of those special summer moments, we’re offering extra on-board spending money.
OVERVIEW
With extra on-board spending money, customers can enjoy more of their favourite sunshine moments on a P&O Cruises winter holiday.
While everyone’s in summer mode (BBQs, flip flops, long days out and beach trips), it’s the ideal time to talk up the benefits of out-of-season sunshine. And this is a winter break with even more sizzle as we’re offering your customers extra on-board spending money on applicable Select Price holidays booked between 1 July and 1 August 2016. Perfect for little summer treats like ice creams on deck, cocktails in the Crow’s Nest and exciting shore excursions in the sun.
No other season sums up ‘the good life’ like summer. It’s the time of year where you want to feel the sun on your skin, dine al fresco, lounge on the beach and sip drinks late into the evening. With extra on-board spending money, your customers can indulge in the best bits of summer…in the Caribbean, the Canary Islands or in the furthest corners of the world.
The campaign runs for one month. So make hay while the sun shines and get your commission rolling in!
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CAMPAIGN DATES
1 July – 1 August 2016
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Swap winter for summer
What does it mean for your customers?
Swapping brollies, wellies and de-icer for cocktail sipping, ice cream licking, sea swimming, sun tanning, sandcastle building, book reading, BBQ eating, sightseeing, star gazing and al fresco dining. And for a limited time, we’re offering extra on-board spending money so your customers can enjoy even more added luxuries when they dive back into summer.
Customer-facing communications
You’ll find everything you need to create your own customer-facing communications below. You can copy and paste text directly from this page or download a Word document containing all of the copy. If there’s an image you’d like to use, simply click on it to select and download.
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CAMPAIGN HEADLINE
Swap winter for summer
Carefree, sun-drenched days that start with blue skies and end with pink sunsets. Perfect for cocktail sipping, ice cream licking, sea swimming, sun tanning, sandcastle building, book reading, BBQ eating, sightseeing and star gazing. Who wouldn’t want to swap winter for more of those summer holiday moments? And with extra on-board spending money, you’re free to indulge in even more of the good life. Simply book any applicable Select Price holiday before 1 August 2016.
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[SECTION Extra on-board spending money]
Swap wash out for splash out with extra on-board spending money
Extra spending power lets you make the most of every sunny day. Feel summer-ready with luxurious spa treatments – try a rejuvenating facial and relaxing massage – and arrive in your first port glowing. Take advantage of the blue skies above and explore a destination further with an exciting shore excursion. You could find yourself on an off-road adventure, a wine tasting tour, a catamaran cruise or even a camel ride. Back on board, you could sit down to a Select Dining experience on us. Or let the sun go to your head and order a bottle of chilled Champagne.
To get extra on-board spending money, simply book any applicable Select Price holiday before 1 August 2016.
[SHORT VERSION of Extra on-board spending money]
Extra on-board spending money adds sizzle to the sunshine. Indulge with luxurious spa treatments. Sit down to an exquisite Select Dining experience. Dive deeper into your destination on an exciting shore excursion. Or let the sun go to your head and pop the cork on a bottle of chilled Champagne. Winter will soon feel like a distant memory.
To get extra on-board spending money, simply book any applicable Select Price holiday before 1 August 2016.
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Destination: Caribbean
Swap chestnuts for coconuts this winter
Wake up to blue skies and turquoise waters in the Caribbean
Leave behind the cold, dark mornings this winter and head for the warm and vibrant Caribbean. You could swim with sea turtles on a catamaran cruise in Barbados, enjoy a relaxing aerial tram ride above St Lucia’s rainforest or bathe under the enchanting Dark View Falls on St Vincent. Or simply stroll on a powdery white, palm-fringed beach with a rum punch in hand. Whatever kind of moments make your perfect summer’s day, you can indulge in even more of them with extra on-board spending money. Simply book an applicable Caribbean Select Price holiday by 1 August 2016 and get up to £500* per cabin to spend on board.
*Based on B635A JE grade
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Destination: Canary Islands
Swap reindeer for camel rides this winter
Head for adventure in the sunny Canary Islands
[OR]
Soak up more sunshine in the Canary Islands
Rediscover summer bliss with a winter sun escape to the Canary Islands. Ride a camel through the heat of Fire Mountain on Lanzarote. Soar up Tenerife’s Mount Teide in a cable car or zoom down the waterslides in Water Kingdom. Or just bask on the beach, book in hand. Whatever makes summer for you, you can enjoy even more of it with up to £350* per cabin to spend on board. Simply book any applicable Select Price holiday before 1 August 2016.
*Based on N631 NF grade
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Destination: RWC
Swap the real world for the whole world this winter
Idyllic islands, fascinating cities and enchanting cultures await on a full world cruise
Imagine waving goodbye to the post-Christmas blues and setting sail on the voyage of a lifetime in the new year. Before you know it you’ll be strolling the white-sand beaches of the warm Caribbean and from there you’ll explore the world’s most exciting destinations. Fancy climbing Sydney Harbour Bridge, or riding a jeep through the sand dunes of Dubai? How about peering through the cell bars at Alcatraz, or touring the mesmerising hidden city of Petra? You can do it all on a world cruise starting in January. And with extra on-board spending money, you can say yes to even more unforgettable experiences. Book an applicable Select Price holiday before 1 August 2016 and get up to £2,200* per cabin to spend on board.
*Based on J701 NC grade
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Cruise type: Captain’s Choice cruises
Swap frost for al fresco this winter
Sail into the sunshine on a Captain’s Choice cruise
Let us take you on an adventure this winter. Our Captain’s Choice holidays visit a mixture of classic ports and hidden gems, handpicked by our Captains and our destinations experts. And because these cruises have a leisurely pace, you’ll have plenty of chances to immerse yourself in the diverse local cultures. Plus, we’re offering extra on-board spending money so you can make the most of every day. Simply book an applicable Captain’s Choice Select Price holiday by 1 August 2016 and get up to £XXX* per cabin to spend on board.
*Based on XXX XX grade
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Destination: Exotic fly-cruise
Swap the office for the Orient this winter
Asia, Australasia, the Americas and more. Where will you explore?
Board your flight in the gloomy British winter and touch down in a sun-drenched paradise. With an Exotic fly-cruise you can begin your adventure in one of the furthest corners of the world. Will you ride a tram up San Francisco’s steep streets, or crew an America’s Cup yacht in Auckland? Perhaps you’ll survey Hong Kong’s stunning skyline from Victoria Peak, or weave through the alleyways of Singapore’s Chinatown. Wherever you decide to begin or end your journey, you can fill your holiday with special moments thanks to extra on-board spending money. Simply book an applicable Select Price Exotic fly-cruise by 1 August 2016 to get up to £1,300* per cabin to spend on board.
*Based on RYS LF grade
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Content: City stay packages
Swap winter for summer in the city
[OR]
Swap on-board spending money for a City Stay package
Sydney, San Francisco, Dubai and Hong Kong. Exotic fly-cruises let you jet in and out of enchanting faraway cities like these, so you can get straight to the region of the world that interests you most. And to help you explore your dream destinations even further, we’re offering you the chance to arrive early or linger longer with a City Stay package.
When you book an applicable Select Price Exotic fly-cruise before 1 August 2016, instead of receiving extra on-board spending money you can opt for a three-night City Stay package in the city or cities where you embark and/or disembark your ship (excluding Southampton). You’ll stay in a four or five-star hotel in a great location close to some of the city’s highlights. Breakfast, group port/airport transfers, taxes and service charges, luggage porterage and the services of a local representative are all included. This means you can leave the hard work to us and concentrate on exploring. So, where will you watch the sun rise?
[SHORTER VERSION]
Swap on-board spending money for a City Stay package
Exotic fly-cruises let you jet in and out of faraway cities. To help you explore your dream destinations even further, we’re offering you the chance to arrive early or linger longer with a City Stay package.
When you book an applicable Select Price Exotic fly-cruise before 1 August 2016, instead of receiving extra on-board spending money you can opt for a three-night City Stay package in the city or cities where you embark and/or disembark your ship (excluding Southampton). Four or five-star hotel accommodation plus breakfast, group port/airport transfers, taxes and service charges, luggage porterage and the services of a local representative are all included. So, where will you watch the sun rise?
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Content: Fly-cruise Med
Swap chilly out for chilling out
[OR]
Swap chilly for chilling out
See the sun sooner on a Mediterranean fly-cruise holiday
Jet straight to the warm, blue Med, join your ship and dive into the good life. Soak up the history of Mdina, Malta’s ‘silent city’, on a guided tour. Discover the treasures of Florence and Pisa. Marvel at Little Venice on Mykonos. Then head for Turkey and the ancient temples of Ephesus. Wherever you choose to chill out, you can add more relaxing moments along the way - day trips, spa treatments or a tipple in the bar – with up to £500* per cabin to spend on board. Simply book any applicable Select Price holiday before 1 August 2016.
*Based on E705C NC grade
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Content: Non-sunny breaks
Swap winter for wonderland
Escape grey days with a cruise to dazzling destinations
Float into the Fjords to discover the 1,200 metre Troll Wall, before sailing above the Arctic Circle to Alta in search of the magical Northern Lights. Venture into the Baltic to ride the amusements in Copenhagen’s colourful Tivoli Gardens and discover Stavanger, the ‘Cradle of the Vikings’. Even a short winter break can warm the cockles. Indulge with a pampering spa treatment on your way to the scenic cities of Bruges and Amsterdam. With up to £XXX* per cabin to spend on board, you can add even more escapism to your time away. Simply book any applicable Select Price holiday before 1 August 2016.
*Based on XXX XX grade
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At a glance
Here’s your quick reference guide to key destination lead prices and their corresponding on-board spending money amounts. On-board spending money will vary according to the length of the holiday, but these key campaign leads are a useful reference point and a great way to sell the benefits to your customers.
Please refer to the P&O Cruises Brand Guidelines for guidance when creating your own customer-facing communications. The graphics below are for illustrative purposes only.
Swap chestnuts for coconuts this winter
14 night Caribbean fly-cruise from £1,699†pp
With up to £500* on-board spending money per cabin
Based on B635A. 2 adults staying in a balcony cabin JE grade
Swap reindeer for camel rides this winter
12 night Canary Islands cruise from £899†pp
With up to £350* on-board spending money per cabin
Based on N631. 2 adults staying in an outside cabin NF grade
Swap the real world for the whole world this winter
114 night World cruise from £12,799†pp
With up to £2,200* on-board spending money per cabin
Based on J701. 2 adults staying in an outside cabin NC grade
Swap the office for the Orient this winter
51 night Exotic fly-cruise from £6,899†pp
With up to £1,300* on-board spending money per cabin
Based on RYS. 2 adults staying in an outside cabin LF grade
Swap chilly out for chilling out