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case study P&O Princess Cruises plc 1 |
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Creating New Identities:Case
Study P&O Princess Cruises plc
P&O Princess Cruises plc was established as a new B2B
company
in October 2000 as a result of the de-merger from P&O
plc.
Hetherington Veal was briefed to establish P&OPC with
a corporate
identity representing the company as a forward-looking manager
of great cruise brands. |
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case study P&O Princess Cruises plc 2 |
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It was important to distinguish
the new P&O Princess Cruises plc
From P&O plc conglomerate - (Ferries and Logistics)
The target audience were investors, city analysts and the
press.
The identity was to be used alongside the brands that it
owned so it had to be simple with no iconography that may
clash. Yet it had to clearly express the nature of the company. |
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case study P&O Princess Cruises plc 3 |
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The solution was to combine the
strong upright typeface of
the 'P&O Princess' (reminiscent of the great cruise liners
of
the 30's), to capture the gravitas of the company, while the
more emotive ripple of the 'Cruises' suggested not only context,
but the leisure and luxury side of the cruise industry. After
all,
analysts have feelings too!
Simple, strong and elegant. |
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case study P&O Princess Cruises plc 4 |
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An identity is not just a logo
- its application
provides the opportunity to reinforce the
messages of the company. The strong, simple,
elegant values were expressed across a range
of items from stationery and on-line guidelines,
to press packs. |
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case study P&O Princess Cruises plc 5 |
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Hetherington Veal designed the
CD-ROM, to be sent
to journalists, with carefully selected images, as part
of the overall strategy to alter perceptions of the cruise
industry, by providing more appropriate imagery to
accompany newspaper articles. |
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case study P&O Princess Cruises plc 6 |
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The first annual report provided
a great opportunity to further
reinforce the brand values.
Simple, clear, elegant and strong. |
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case study P&O Princess Cruises plc 7 |
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P&O Princess Cruises returned
to
Hetherington Veal for their second
year's annual report, to build on
the success of the first. |
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case study P&O Princess
Cruises plc 8 |
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case study P&O Princess
Cruises plc 9 |
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Hetherington Veal were finalists
in the 2002 International Design
Effectiveness Awards for their work with P&O Princess
Cruises plc.
A 2 minute film outlining the work, designed and produced
by
Hetherington Veal, was broadcast during the awards ceremony. |
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case study P&O
Princess Cruises plc 10 |
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So why has the design been deemed
to be successful?
1) Analyst coverage in the UK was 3 on de-merger date.
Today that has increased to 14.
2) Share Price. At date of de-merger the investor share price
on
the London Stock Exchange was 290.00p. Today it is 460.00p,
despite very difficult trading conditions as a result of the
downturn in the American economy and the events of
11 September. Source: Financial Times |
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case study P&O Princess
Cruises plc 11 |
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3) There has been a huge boost
to company morale as a result
of promotion to the FTSE 100.
4) Awards. Investor Relations Magazine 2001 Highly Commended
Best Investor Relations for a new issue Shares Magazine 2002.
5) A clear change in perception can be seen in the tone of
voice
of press articles about the cruise industry in general
and P&O Princess Cruises in particular. Source:
Financial Times |
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case study P&O Princess
Cruises plc 12 |
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6) Shift towards broader investor
base. The percentage of
European holdings has increased from 7% to 28% since 2001.
Again a clear sign of achieving a broader customer base.
Source: CSFB & Computershare |
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