P&O Ferries – which has no connection to Carnival Corporation-owned P&O Cruises – caused widespread public anger on 17 March following a sudden mass sacking of around 800 UK-based seafaring staff via video call.
In the aftermath, P&O Cruises was wrongly linked to its ferry namesake and received a torrent of online backlash as consumers incorrectly associated the two companies.
In response, P&O Cruises took a number of steps to distance itself from P&O Ferries, including a digital and print advertising campaign and a short social media film to tackle public confusion.
Speaking to TTG on Wednesday (13 April), P&O Cruises president Paul Ludlow thanked the trade for their support during the challenging period.
“Our agent partners have been brilliant. They knew from the beginning we weren’t the same company and were quick to educate their guests and use the assets we created to get that message out there,” he said.
Ludlow revealed that despite the difficulties caused by the situation, P&O Cruises had “perversely” seen stronger booking demand for 2022 sailings in the four weeks after the P&O Ferries news broke than during the month previously.
He added how his team had been “a little concerned” the fallout from the P&O Ferries situation could negatively impact its 2024 programme launch a fortnight later, although he claimed: “it ended up being one of the best launches we’ve ever had”.
“Our adverts said to people we’re not the same [as P&O Ferries] but they also focused on what we do best and reminded people why we’re brilliant,” said Ludlow.
“We’ve worked hard to make sure people know the differences [between the companies] but equally for us, it’s been an opportunity to remind people we offer amazing cruise holidays.”
“We’ve managed to change a difficult situation and it’s been really heartening to see our guests and agents coming out in our defence,” he added.
“Each time there’s been something on social media, people have been quick to correct it and it’s almost been self-governing. It just shows you the power of our brand the power of our guests and partners that want to defend us and promote our virtues to new audiences.”
