Cunard - Queen Anne - The Next In A Fine Line

What was the brief?

Launch an extraordinary new ship directly in the hearts and minds of Cunard guests across multiple continents – two years before she’d be ready to set sail, as construction had just begun. Reinforce the brand as the benchmark for luxury travel without cannibalising bookings on other ships in the fleet.

What was the strategy?

Appreciate Loyals with an astonishingly luxurious invitation that makes sailing on the Queen Anne so irresistible that they can’t help but find room for her in their already committed cruising repertoire. Tempt Potentials over the booking line with a taste of the luxury that awaits them onboard.

What was the campaign solution?

A stunning, environmentally-friendly duo of packs designed to seductively unveil Queen Anne’s architectural grandeur and take recipients on a voyage of discovery before they set foot on deck. A multi-layered experience to really convince Loyals already faithful to other ships was balanced by a simpler version for Potentials.

What were the results?

Queen Anne’s 2024 maiden voyage sold out in less than a day, with over £17 million of bookings across the fleet generated from mailed guests alone. These luxurious packs came at a price – but with a 46:1 ROI, it was money well invested.