DigitasLBi Takes Us on a Voyage Through 175 Years of Shipping Brand Cunard
Cunard, the world’s longest-established
shipping line, is launching a digital initiative to mark its 175th
anniversary. The initiative was created as part of the brand’s ongoing partnership
with global marketing and technology agency DigitasLBi.
DigitasLBi’s blended team of
creative, strategy, technology and user experience experts has collaborated
with Cunard to develop and execute a digital strategy to support the landmark anniversary,
aiming to engage new audiences by bringing to life Cunard’s rich and romantic
175-year history.
The centrepiece of the campaign
is a video timeline of key milestones in Cunard’s 175-year
history. The two-and-a-half minute animated timeline, which Cunard and
DigitasLBi created in collaboration with animation production company NOMINT, moves
seamlessly through the decades, starting in 1840 when Britannia, one of the
company’s first ships, made its maiden transatlantic voyage to Halifax, Nova
Scotia. The timeline also takes in Cunard’s participation in WWI, the very
first World Voyage in 1922, and the glamour and glitz of the 1950s, before
ending in the present day as Cunard celebrates its anniversary year.
DigitasLBi has also worked with
Cunard to develop a social media amplification strategy. Activity across social
channels imagines the sort of photographs Cunard passengers might have shared
if today’s digital technology had existed 175 years ago.
Angus Struthers, Marketing Director at Cunard, said: “For
those unfamiliar with Cunard, it’s difficult to comprehend how much of a role
the company has played in shaping the world of ocean travel as we know it
today. We’re excited to be harnessing our digital channels to share some of the
most iconic moments in our 175 history.”
Simon Attwater, Group Creative Director at DigitasLBi, added:
“As a history geek, the chance to look back at Cunard’s illustrious 175 year
history was a dream of a brief. Rifling through the annals was a delight and
turned up some wonderfully quirky facts, enabling us to create a campaign which
reflects Cunard’s rich heritage.”
