Case Study: P&O Cruises achieves widespread broadcast coverage for Iona launch with Shout! Communications

P&O Cruises launches Iona with Shout! Communications, reaching 25,000 viewers

P&O Cruises faced the challenge of launching their new ship, Iona, during the Covid-19 pandemic amidst a highly competitive news cycle. The launch event was delayed by a year and had to be held virtually with significant restrictions, requiring innovative PR to generate positive coverage. They engaged the vendor, Shout! Communications, a broadcast PR agency, to secure national and regional media attention.

Shout! Communications implemented a broadcast PR strategy that involved capturing high-quality video footage of the ship's arrival and conducting interviews with key figures. They expertly navigated challenges like poor weather and a crowded news agenda to offer compelling visuals to media outlets. The vendor successfully secured widespread positive coverage, including national reports on Sky News, international opportunities with APTN and CBS, and regional television and radio spots.

P&O Cruises