DOOH.com partnered with Wavemaker UK and WPP Media OOH to deliver a nationwide campaign for P&O Cruises, marking the second collaboration following previous dynamic and 3D activations. This time, the focus was on delivering a nationwide programmatic campaign, blending DCO location-based messaging with innovative 3D to create a cohesive, high-impact execution across the UK.

The activation ran across thousands of D6 screens nationwide, supported by a selection of premium, high-impact placements. Standout executions at Bank and Waterloo provided a striking stage for the 3D creative, allowing P&O Cruises’ messaging to break through in some of the country’s busiest commuter environments.

Two distinct creatives were deployed, each featuring local callouts powered by DCO. This ensured the messaging felt relevant and contextually connected wherever audiences encountered it, strengthening engagement and reinforcing P&O Cruises as an aspirational holiday brand.

By combining the scale of a national rollout with the impact of 3D and the relevance of DCO-driven messaging, the campaign demonstrated how multiple DOOH techniques can work together to inspire travel planning and deliver memorable brand moments at scale.

Steven Dennison, Managing Partner, Commercial: “This campaign shows what’s possible when programmatic thinking meets creative ambition. Using DCO alongside high-impact 3D formats allowed us to tailor messaging by location while still delivering a bold, consistent brand presence across the UK. It was a brilliant opportunity to build on our ongoing partnership with P&O Cruises.”

Daniel Cheetham, Managing Partner, Innovate: “What made this campaign special was the way innovation and delivery came together. Using 3D alongside DCO showed how advanced DOOH can be, both visually striking and intelligently optimised, giving brands the freedom to be creative without compromising on scale or efficiency.”

Rob Scott, Vice President, Brand & Marketing Strategy at P&O Cruises, shared:

“We’re delighted with the innovative 3D DOOH activations created with DOOH.com — immersive, dynamic, and brought to life through a genuinely collaborative partnership.”