Cunard - Navigating Cunard on the Route to Recovery for 2022

What was the brief? 

When Covid-19 stopped travel, all cruise plans naturally went on hold. Reigniting the guests’ joy of sailing and driving advance bookings was key to Cunard’s business recovery. How to do this in a way that spoke to a premium audience with hugely diverse mindsets was our challenge.

What was the strategy?

Our strategy was to give our guests permission to daydream again; to connect them with their love of adventure and inspire them to look forward whilst recognising and addressing their fears. To stand out for the quality of our communication just as we stand out for quality of service.

What was the campaign solution?

We wrapped all the adventure of the seas, the luxury of the ships, and the customer service Cunard are known for up in a gilt-edged, tissue-wrapped DM experience. An Invitation to Exploration – beautiful enough to sit on a coffee table as customers browsed, planned and ultimately booked their trip.

What were the results?

A strong return to the seas – over £2m incremental revenue attributed to the DM resulting in a 25:1 ROI, and unprecedented organic positive sharing on social channels from an audience usually reluctant to do so.