Luxury British cruise line, Cunard, is eager to get in front of its Aussie audience to help reignite the excitement among new and existing passengers.
‘The Fine Line’ campaign is Cunard’s most prominent advertising campaign to date, and has been brought to the market by Sydney-based media agency, This is Flow, and UK-based creative agency, the7stars.
The campaign will now see a heavy media presence to support the launch, in a bid to grow its appeal in the Australian market.
Cunard is launching a new TVC with spots across the Australian Open on Channel 7, Channel 9, Channel 10 and SBS, as well as catch Up TV, digital and social media.
Aptly named ‘The Fine Line’, Cunard’s 30-second hero TVC showcases the way Cunard pays precise attention to detail and finer things in life, demonstrating how a myriad of small differences delivered with attentive care are what makes Cunard distinctive.
In the advert we see the iconic Bellboy demonstrating Cunard’s White Star Service as he makes a series of small adjustments that in turn seamlessly link to guests elsewhere revelling in the bliss of uniquely Cunard moments.
The full-funnel campaign will be supported by a range of visual assets, rolled out across major Australian print and digital titles including The Australian, Traveller, Qantas Magazine and Gourmet Traveller.
“We’re very excited to be launching this campaign to the market after navigating a challenging two years for our industry. Cunard is looking forward to reenergising and reigniting the cruising experience in Australia, and this campaign will help us do exactly that”, said Cunard’s commercial director, ANZ, Katrina McAlpine.
Cunard have invested heavily in this campaign which will run throughout the year.
The campaign comes at a pertinent time as Cunard gears up to reveal its fourth yet to be named ship in early February.
Agencies:
Working on the campaign from Sydney’s This is Flow includes Jimmy Hyett, Matt Papasavva and Lauren Pearce.
Cunard campaign leads include Angus Struthers, David Milo Jones, Clementine Hodgin-Culver and Mika Paech.
UK creative agency leads from the7stars include Giles Smith, Barnaby Girling and Nathan Church, Callum Johnston, Suzi Napier and Jake Ainsworth.
