Four Communications won the work after a competitive pitch and will start immediately on the build-up to ‘The Grand Event' on 3 July 2012, which will celebrate P&O’s milestone.
The event will see P&O’s entire fleet of seven ships docked together in its home port of Southampton for the first time in the company’s history.
Four Communications will handle the consumer PR in the build-up to the event and for the anniversary year while trade PR will be handled by P&O in-house.
Creative consultant at Four Steve Gebbett told PRWeek: ‘We will look to build anticipation for the event with the national and regional press by producing content around the history of P&O.
‘Our biggest challenge will be trying to gain coverage when a certain small sporting event is taking place in London.’
Each ship in The Grand Event will depart with a champagne deck party send-off and marching bands. The ships will then form a procession as they leave Southampton for the English Channel and beyond.
Once in the open water, the ships will meet again, saluting one another before they sail onwards to their various destinations.