New logo heralds 'contemporary' era for P&O Cruises

To Whom It May Concern:

We came across this information in the trades and thought it would be of
interest to this newsgroup as well. If this is somehow a repeat of an
earlier post, sorry we missed it. This can always be ignored or deleted.

Happy sailing,
John Sisker
SHIP-TO-SHORE CRUISE AGENCY®
(714) 536-3850 or toll free at
(800) 724-6644 & (pagoo ID: 714.536.3850)
http://www.shiptoshorecruise.com



P&O Cruises has dropped the famous flag from its logo in a move to modernize
its image and reflect a new "contemporary era" for the line.

The flag, first used 30 years ago, will be replaced by a rising sun emblem
that will be used on all correspondence, websites and ships.

The phased roll-out of the new identity will begin in April and be completed
by mid-2007.

News of the new-look emerged as the company unveiled a revamped trade and
consumer website.

The line stressed it was crucial for agents to communicate the change to
customers, many of whom have come to symbolize P&O with the existing logo.

"Agents will need to explain the reasons for the change - that P&O Cruises
is improving and developing as the cruise market grows and demographics
broaden," said head of brand marketing Philip Price. "Their customers will
be curious and may not recognize the new logo."

He said customers have a "strong emotional attachment" to the brand which
has been driven by the unique "Britishness" of the experience.

"We believe our new identity will resonate with them, as well as with
potential new passengers," stressed Price. "Agents and customers will
perceive a more vibrant look and modern feel in all our communication with
them whilst being reassured that P&O Cruises retain its core values."

To retain its heritage - and perhaps to appease traditionalists - the P&O
flag will continue to fly from its five British-based ships.

Managing director David Dingle said the new brand follows a shift in
passenger demographics.

"P&O Cruises has grown and developed as a brand and its passenger
demographic has broadened and evolved with it," he said.

He said the introduction of Arcadia and planned launch of Ventura in 2008
was "heralding a more contemporary era for P&O Cruises."

P&O will launch the logo to the trade on Friday followed by agent training
from its trade arm Complete Cruise Solution.

Meanwhile, the new website has been overhauled to include virtual ship
tours, destination videos and interactive maps. It will also feature a
section for first-time cruisers, which contains more basic information, and
one for experienced customers.

Commercial director Nigel Esdale said it wanted to create a more interactive
experience for agents and consumers.

"The website is often the first port of call for people planning a cruise
holiday," he said. "With the rise in travel-related online research it is
imperative that visitors find browsing and navigating our site as simple but
informative as possible."