Tag Archives: P&O Iona

P&O Cruises launches 3D augmented reality campaign for new ship Iona

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P&O Cruises has launched an augmented reality campaign to promote its latest new ship, Iona, in what it claims is a cruise industry first.

The campaign aims to bring to life the ship’s onboard experiences in interactive 3D ahead of its completion and launch in 18 months time.

Powered by augmented reality pioneer, Blippar, the campaign was created to allow travel agents and consumers to experience Iona.

Christopher Edgington, P&O Cruises vice president marketing, said: “Iona’s scale and breadth of experiences will offer holidays like never before and this demands marketing like never before.

“With Iona going on sale two years before its launch, we realised that we needed to create new and innovative ways to reach and engage both existing and potential guests. The obvious solution to this was our first ever augmented reality campaign.”

The initial 3D renders for Iona were produced by content agency Sunday from which the augmented reality experiences were crafted by creative agency Founded with technology from Blippar.

Almost 300,000 pieces of direct mail have been sent to travel agents and past guests with details of how to download the Blippar app, which will provide them with the ability to experience Iona in augmented reality.

Once the Blippar app is opened and a phone is held over the image of Iona, the ship will come to life and may be explored from bow to stern.

Included in the AR are images of the SkyDome, a large glass domed entertainment and relaxation area on the top deck, cabins and the Grand Atrium.

As more Iona images and designs become available, new augmented reality experiences will be added. Anyone ‘blipping’ the ship before November 1 will have a chance to win a one-week cruise on Iona.

Edgington continued: “A week after launch we have beaten our targets for a number of blips and dwell time which proves that interactive marketing and the ability to get a much more intimate and inspiring view of the ship is a hit with our guests.”

P&O Cruises’ Iona: Welcome to the Pleasure Dome

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P&O Iona Impression.
Guests onboard P&O Cruises new ship Iona will head to a new glass ‘pleasure’ dome on the top deck for all the onboard entertainment.
The SkyDome on decks 16 and 17 will have a ‘hidden’ nightclub, the 710 Club, boutique four-screen cinema, and pool with a retractable stage. There will also be nightly aerial performances, immersive shows and deck parties.
The glass dome, which has been designed by award-winning British engineers Eckersley O’Callaghan, the team behind London’s Embassy Gardens Sky Pool and Bulgari’s flagship New York boutique, means the show can always go on whatever the weather.
P&O Cruises senior vice president, Paul Ludlow said: ‘The SkyDome will be a magical venue with views of the ocean by day and starry skies at night. It will be an exciting home to aerial performers who will make the most of the amazing space as well as guest DJs and current performers setting the tone for memorable evenings of music and dancing under the sparkling glass dome.’
There will also be a foodie market, gastropub and cocktail lounge. They are among the 30 venues to eat or drink on Iona, the ship being built exclusively for the British cruise market.
Iona, new ship, the glass house
Iona, new ship, the glass houseP&O favourites The Glass House, Sindhu and Brodie’s are onboard too.
Iona is being built at the Meyer Werft shipyard in Papenburg and will be launched in May 2020. Holidays on Iona will go on sale in September 2018.

Grand Atrium to Be Highlight on P&O Iona

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P&O Atrium

P&O Cruises has unveiled details of Iona’s centrepiece, which the cruise line said is stunning Grand Atrium with uninterrupted panoramic views of the sea, framed by glazed walls stretching three decks high.

The Grand Atrium is at the heart of Iona, a lively focal point that encapsulates the spirit of the ship, the company said.

The ship debuts from Southampton in May 2020.

P&O Cruises senior vice president, Paul Ludlow said: “We’ve set out to make sure the sea is the star on Iona, and the design of the Grand Atrium tells you so much about how special she is going to be. Balancing intimate spaces with larger social areas, guests will be wowed by the three storey high glass walls and the ever-changing view they reveal. From the moment they step onto the staircase, I know guests will be swept away by the beautiful design.”

Spanning three decks each level of the Grand Atrium offers a different destination for guests but with the same views and natural light.

Iona’s Grand Atrium is a new development for P&O Cruises, created by architecture and interior design practice Jestico + Whiles, the creators of W Hotel (London), Aqua Shard (restaurant in the Shard) and The Yas Hotel (Abu Dhabi). 

A staircase will take guests through the open area, designed to complement and reflect the outdoor views.   

Describing the vision, which guests will experience when the ship launches in 2020, the project architect Cecilia Vodret said; “The sea becomes the hero of the triple-height space; the sinuous curves are shaped around it, framing and complementing the views to outside. The staircase is a sculptural centrepiece with its sweeping arrival on each deck.”

The Grand Atrium is a key entertainment space onboard Iona and the sea will provide an ever-changing backdrop to a wide variety of experiences.

As day moves into night there will be a seamless transition as the designers employ the most modern lighting techniques to create a warm and intimate atmosphere.

The Grand Atrium will be home to The Glass House (Deck 7). With a wine list and menu curated by award-winning wine expert Olly Smith, wines from around the world are served by the glass. Wine connoisseurs will be well taken care of with a new experience, Cellar Door at the Glass House will offer wine talks, tastings and wine-pairing dinners.  

P&O also announced The Keel and Cow, a gastropub located on Deck 8 with views over the Grand Atrium.