The multi-year partnership will include activity around the awards, as well as future activation on board the P&O Cruises fleet.
‘We could not be more delighted to be working in partnership with BAFTA for the upcoming Television Awards,’ commented Paul Ludlow, president, P&O Cruises. ‘This headline sponsorship brings together two iconic British brands, both steeped in heritage and with huge synergies in entertainment and experience.’
He added, ‘Just like holidays, TV provides escapism from the everyday and the BAFTA Television Award categories and nominees represent a huge variety, with programming and talent which truly celebrates the best of the best.’
Memorable Moment Award
The partnership includes P&O Cruises launching a ‘P&O Cruises Memorable Moment Award,’ which will be the only award to be voted for by members of the viewing public. According to P&O, it will ‘honour the impact of television in the UK and its power to entertain, inform and bring the nation together.’ The nominations will be decided by an independent industry jury, overseen by BAFTA. Voting for the six nominees will open in April.
Louise Robertson, executive director of partnerships & fundraising at BAFTA, described P&O Cruises as a ‘distinctively British brand with history and heritage in the hearts and minds of all age groups.’
She added, ‘As an arts charity, we are very grateful to P&O Cruises for its generous support of the BAFTA Television Awards, enabling us to stage Britain’s biggest celebration of UK and international television – and look forward to developing our new partnership over the coming years to celebrate the people who bring this to life through their storytelling and production, and inspire the next generation of creative talent.’