P&O Cyber Reef for kids

The Cyber Reef at www.pocruises.co.uk/reef is education and entertainment in one, aimed at the youth market. It contains embedded videos, information pages and games that allow young people to play ocean related games as well as informing them about the more than 200 destinations to which P&O sail.

According to the company, this is ‘edutainment’ and the first its kind in the industry. Clearly the line aims to benefit from ‘pester power’ by persuading children and teens to influence their parents into choosing a P&O Cruise over those offered by other lines by giving the youngsters the kind of brand identity and loyalty that has them insisting on brand trainers and jeans too.