Was it worth it?
According to P & O Cruises’ Communications Director Michele Andjel:
“Whilst we are very aware of the opportunity to showcase a brand on prime time television, it is critical that it is the right programme, attracting the right audience and with content which will enhance our reputation. I decline hundreds of opportunities each year but for us “The Apprentice” was a show which was absolutely the right brand fit for P&O Cruises. We saw positive engagement from our current and also potential guests, even including bookings made whilst the show was on air.”
As Michael Hogan wrote in the culture section of The Telegraph, in a review of the programme:
“It was impossible to miss the fact that this task was set aboard P&O Cruises’ Britannia. It’s the UK’s largest cruise ship, we were told. There are 3,000 passengers on-board, we were reminded. Cue copious shots of its luxe lounges, swimming pools and spectacular atrium. As the disclaimer goes: other cruise ships are available”.
When journalists conclude you’ve got away with a free prime-time advert you know you’re on to a winner!
If you’re interested in additional support to help you secure opportunities like this one, please email or call Catherine Bayfield, who heads up media relations at Shout! Communications. Catherine@shoutcommunications.co.uk or call on 020 7240 7121.
Read more about broadcast media relations by downloading our E-book, Guide to Media Relations.