Digital brand communications agency Deepend has been appointed P&O Cruises’ digital partner following a pitch against an undisclosed number of agencies.

Deepend is charged with developing P&O’s digital infrastructure as well as optimising and managing all of the cruise company’s major online platforms.

Amnesia Razorfish previously managed P&O’s digital account. Earlier this year, MediaCom took over the search and digital marketing services from Amnesia.

“We are extremely proud to be working with such an iconic brand in P&O Cruises,” Chris Crammond, Deepend’s group business director, said.

“Cruising is the fastest growing category in the Australian tourism market and we are excited at the opportunity to drive some significant growth through digital channels.”

The Sydney-based agency will use digital to streamline the customer experience throughout every stage of a holiday cruise.

Deepend is also focused on “demystifying” the on-board experience for first-time cruisers with its work to highlight P&O Cruises’ range of dining and entertainment options.

Simon Cheng, P&O Cruises’ director of marketing, said digital is key to the brand’s “very personal relationship” it has developed with its customers.

“We are making a strong commitment to digital channels as we see them as vital to continuing to develop that one-to-one dialogue with our customers in order to improve our product,” Cheng said.

“We are excited to be working with Deepend on making this a reality.”

BMF handles creative for the Carnival Australia owned business.

http://www.bandt.com.au/news/digital/p-o-rides-the-digital-wave-with-deepend