Cunard were globally recognised as a classic brand stuck with long copy ads, hidden and lost with all other cruise lines at the back of the broadsheets and the weekend supplements. They wanted to be number 1 iconic brand again, true to their brand values and positioned as a totally different experience to other cruise brands. Ultimately activity had to commercially increase the total number of enquiries.
The agreed strategy was to be unapologetic about the need for converting sales at the same time as dramatically breaking away from the norm of cruise advertising. No more advertorials, no more brochure pages as ads and let’s push digital. The campaign idea was based on timeless luxury brought to you from the original classic cruise line.
Results:
Annual sales target exceeded by £2million.
Queen Elizabeth maiden voyage creative helped achieve a full sell out (over 2,000 beds) in a record 29 minutes and achieve a best ever month for revenue.
"Nexus/H creative helped Cunard achieve a record number of industry awards, including being voted an official Superbrand. A fantastic year with fantastic creative."
Matt Elgie, Advertising and Internet Manager.
The agreed strategy was to be unapologetic about the need for converting sales at the same time as dramatically breaking away from the norm of cruise advertising. No more advertorials, no more brochure pages as ads and let’s push digital. The campaign idea was based on timeless luxury brought to you from the original classic cruise line.
Results:
Annual sales target exceeded by £2million.
Queen Elizabeth maiden voyage creative helped achieve a full sell out (over 2,000 beds) in a record 29 minutes and achieve a best ever month for revenue.
"Nexus/H creative helped Cunard achieve a record number of industry awards, including being voted an official Superbrand. A fantastic year with fantastic creative."
Matt Elgie, Advertising and Internet Manager.
