SOUTHAMPTON-based P&O Cruises says it experienced a boost in bookings after an advertising campaign pointing out that it is not connected to P&O Cruises.

The cruise operator was attacked on social media last month by people who mistakenly believed it was linked to the ferry firm, which sacked 800 crew without notice.

P&O Cruises, headquartered at Carnival Housing, responded with a major advertising campaign explaining that the two businesses have been separate companies for two decades.

Asked if this attracted new bookings, Paul Ludlow, president of P&O Cruises, said: “For sure.”

He told the PA news agency: “Initially there was a little confusion. We spent quite a lot of money on educating people.

“It’s turned from a PR challenge to a PR opportunity.

“What we’ve cleverly done is, first remind people that we’re separate, second tell people that we offer amazing holidays.

“That second line has spread virally because the whole story has spread virally.

“We’ve seen people booking, I think because they’ve been reminded that cruising with P&O Cruises is wonderful.”

He added: “It’s worked out better than we’d thought it might have done.”

The advertising campaign included the line: “Our names may both begin with P&O. But that’s where the similarity ends.”

P&O Cruises is owned by cruise company Carnival Corporation, whereas P&O Ferries is part of Dubai-based logistics giant DP World.

The ferry firm was widely condemned after replacing nearly 800 seafarers with cheaper agency workers without notice on March 17.

The episode led DP World's UK commercial director, Aart Hillie Ris Lambers, to resign from the board of the Solent Freeport project.

The government later confirmed that DP World was no longer a partner in the Solent Freeport project, which is said to be worth £2billion for the region's economy.

Transport secretary Grant Shapps has called for P&O Ferries' chief executive Peter Hebblethwaite to resign.

The company has still not received regulatory approval to resume sailings on the key Dover-Calais route after its ships failed safety inspections.