Cunard, a name synonymous with luxury ocean travel, is celebrating a remarkable milestone—185 years of excellence. To commemorate this illustrious journey, Cunard has launched an exciting new global brand campaign that confidently declares, “Why cruise when you can Cunard.” This bold tagline encapsulates the essence of what Cunard represents, inviting discerning travelers to explore an experience that transcends the ordinary.
The campaign, crafted by Supernova, the in-house creative studio of the7stars, aims to reinforce Cunard’s status as the quintessential symbol of elegance and sophistication on the seas. At the heart of this campaign lies a visually stunning 60-second hero film directed by the talented Christian Larson. Shot in striking black and white, the film evokes a sense of timelessness and sophistication, showcasing the luxury that Cunard is known for.
The narrative follows a powerful and determined female protagonist as she embarks on a journey that epitomizes the classic blend of grandeur and elegance that Cunard offers. Her adventure begins at the glamorous poolside terrace of a Cunard ship on the Riviera, where the sun glistens against the opulent surroundings. From there, she transitions to the majestic Grand Lobby, a space that embodies the grandeur and sophisticated atmosphere Cunard is renowned for.
As the story unfolds, she continues her journey into the sophisticated Chart Room cocktail bar, a setting that invites guests to unwind and enjoy expertly crafted drinks in a refined environment. The film culminates with the breathtaking vista of the iconic New York City skyline during Cunard’s renowned Transatlantic Crossing, creating a powerful visual finale that encapsulates the spirit of adventure and exploration.
The cinematic visuals are further enhanced by a compelling voiceover from a distinguished actor, whose theatrical flair adds depth to the film’s portrayal of British sophistication. This voiceover is not just an accompaniment but a vital element that communicates the luxury and unique experiences that Cunard provides. It sets the tone for the entire campaign, ensuring that the audience feels the allure and promise of a journey unlike any other at sea.
Cunard has long been recognized for offering its guests more than just a cruise; it presents an opportunity to escape from the everyday routine and reflect on life’s most meaningful moments within an unmatched atmosphere of opulence. The company emphasizes that this campaign, with its striking visuals and compelling narrative, is designed to capture the essence of what makes Cunard voyages truly extraordinary. Rather than positioning itself merely as a cruise line, Cunard strives to be recognized as a leader in the luxury ocean travel sector, inviting passengers to experience a level of sophistication and service that is unparalleled.
This campaign also marks a significant moment for Cunard, aligning perfectly with the celebration of its 185th anniversary. As one of the most respected names in the cruise industry, Cunard has consistently set the standard for luxury, expertly blending its rich heritage with modern innovation to create exceptional experiences for its guests. The storytelling and cinematic beauty of the campaign reflect this legacy, showcasing the luxurious environments and unparalleled service that passengers can expect from a Cunard voyage.
Barnaby Girling, Executive Creative Director at Supernova, expressed that Cunard rightfully holds a place among the world’s top luxury brands. He emphasized that the goal of the campaign is to celebrate Cunard’s iconic status while conveying a sense of style and liberation exclusive to those who choose to “To Cunard.” This campaign serves as a bold reaffirmation of Cunard’s standing as a premier name in the luxury cruise industry, reflecting its commitment to offering an experience like no other.
Launched in the UK, the campaign is strategically designed to reach premium audiences through high-profile platforms, including popular TV shows such as ITV’s Shardlake and Channel 4’s Celebrity Gogglebox. By targeting travelers who value exclusivity and world-class service, Cunard aims to expand its reach to discerning audiences who appreciate the finer things in life. The audiovisual campaign is complemented by a robust media strategy, incorporating BVOD (Broadcast Video on Demand), SVOD (Subscription Video on Demand), press, digital, and social media platforms like Meta. This comprehensive approach ensures that the campaign resonates with a broad yet discerning audience, effectively conveying Cunard’s message of luxury and elegance.
Running through September 21, the UK campaign will soon be followed by a global rollout, extending its reach to the US and other international markets. Cunard is clearly positioning itself as the ultimate choice for travelers seeking not just a cruise, but a luxurious voyage steeped in history, elegance, and unparalleled service. This campaign serves as a powerful statement that when it comes to luxury ocean travel, there’s only one choice: Cunard.
With its 185 years of expertise, Cunard continues to redefine what it means to cruise, setting the benchmark for luxury experiences at sea. The new global campaign beautifully encapsulates the brand’s essence, inviting travelers to embark on a journey that promises not just relaxation, but a celebration of life’s most precious moments in an environment of extraordinary elegance. As Cunard embarks on this new chapter, it remains steadfast in its mission to offer a unique and luxurious travel experience that truly stands apart from the rest.
