A fresh Tone Of Voice for a major brand
Can you develop a tone of voice that is authoritative yet relatable?
The client
P&O Cruises
The challenge
P&O Cruises were after a tone of voice that's 'authoritative' yet 'welcoming and approachable'. Not an easy balance to strike!
The solution
We sat down with the client and got to the core of their brand personality. We then developed some general direction on how to write, plus plenty of easy-to-follow language tips to help them nail this unique tone of voice.
The writing
"Conveying attainable luxury with elegant phrasing.
Don't be afraid to describe things fully. For example:
'On a P&O Cruises holiday we not only show you the world, we give you the opportunity to touch it, the chance to taste it and, perhaps most importantly, the time to savour it.'"
The results
P&O was delighted with our guidelines and invited us to train them in with their in-house team. We've since worked together closely on a number of projects.
The credits
Copywriting agency: Barnaby Benson Copywriting London
Brand agency: Brand Environment
Copywriter: Barnaby Benson
Client: P&O Cruises
