P&O Cruises has unveiled its first-ever programmatic, immersive 3D digital out-of-home (DOOH) advertising campaign.

Situated at Waterloo Station, travellers will find themselves immersed in an underwater world, with fish appearing to swim out of the screen, creating a “holiday like never before” experience.

This aquatic campaign, running until early March, was developed through a collaboration between Wavemaker UK, GroupM, and DOOH.com.

The campaign leverages geo-location targeting to expand audience engagement through smart media activations.

This DOOH initiative is part of a comprehensive marketing effort that includes a new TV advert debuting on Christmas Day, as well as activations across TV, BVOD, print, digital, and social media channels, plus P&O Cruises’ first-ever TikTok ads.

It incorporates real-time API feeds showing the current locations of P&O Cruises ships, weather updates from exotic destinations, and mobile-ad ID collection, enabling retargeting of viewers with immersive 3D audio and display ads.

“The technology will allow us to share our beautiful imagery with potential holidaymakers across multiple touchpoints, with the aim of showcasing why now is the right time to book a P&O Cruises holiday,” said Rob Scott, VP of sales, marketing, and brand at P&O Cruises.

Jennifer Manning, managing partner at Wavemaker UK, commented, “The ‘Holiday Like Never Before’ campaign provides the perfect platform and inspiration to create a series of super innovative DOOH media activations. Working closely with the GroupM team, we’ve implemented an innovative, digital-first media strategy to ensure the P&O Cruises DOOH ad campaign is an unmissable experience.

“It is certain to capture the attention of cruise lovers and potential holiday goers in key geo-locations when they are in a prime purchasing mindset and as the biggest booking window of the year is fast approaching. We look forward to seeing the results it achieves.”