P&O Cruises showcased a new livery drawing on its British heritage at Travel Weekly’s Globe Travel Awards last week. HOLLIE-RAE MERRICK reports
Artist’s impression of how Britannia will look when it launches in February 2015
P&O Cruises is delving into its long history to introduce new livery to symbolise its British heritage.
The Union Jack emblem, which will be introduced across the P&O Cruises fleet, was exclusively announced at Travel Weekly’s Globe Travel Awards last week by Carnival UK chief commercial officer Gerard Tempest. The transformation will begin
this year and will see an image of the flag painted across both sides of the bows of the fleet’s ships. The ships’ funnels will also be
transformed, with blue funnels replacing the current buff colouring. The new funnels will feature a yellow rising sun design, a nod to the brand’s oriental heritage – it was originally named the Peninsular and Oriental Steam Navigation Company. The P&O Cruises logo on the side of the ships will also be enlarged.
Rebrand timetable Aurora will be the first ship to get the new look when it goes into drydock at the end of this year. New ship Britannia will be next when it’s launched in February 2015, with the rest of the fleet to be transformed by the end of 2016. P&O Cruises says the Union Jack
livery on Britannia, at 94 metres in length, will be the longest adapted
10 •
travelweekly.co.uk — 23 January 2014
image of the flag in the world. Christopher Edgington, P&O
marketing director, said it was an exciting chance to modernise the fleet while also highlighting the British heritage of the company. He said he was proud of the new design, adding: “We have
been synonymous with luxury for centuries and we think P&O Cruises is in every essence a truly British success story. “As we refresh our brand to modernise for the future, we are changing the livery on our fleet. “The aim is to celebrate our
We are
quintessentially British: that is something only we can say
British heritage with a more modern and new look, and for us to stand out from the rest.” The line assessed all cruise
brands to establish how it could best stand out.
Design process Three livery designs were created and reaction sought from P&O passengers, cruisers from other lines and potential cruisers. One design featured a compass
that would stretch across the ship’s side; another silhouettes of famous worldwide landmarks. But the feedback was that the Union Jack was the best for P&O. Edgington said: “We got some
Christopher
Edgington: ‘The design has been
done by Carnival’s in-house team’
strong feedback that they were all lovely and great, but we have gone with the flag because only P&O Cruises has the right to do it based on our British heritage. We are quintessentially British: that is something only we can say.”
PICTURES: STEVE DUNLOP
SPECIAL REPORT
P&O Cruises unveils Union Jack livery
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