A luxury British cruise line, Cunard, is eager to get in front of its audience Down Under to help reignite the excitement amongst 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.
In a bid to grow its appeal in the Australian market, the campaign will see a heavy media presence to support the launch.
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 are delivered with attentive care is 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 re-energising and reigniting the cruising experience in Australia, and this campaign will help us do exactly that”, Katrina McAlpine, Cunard’s Commercial Director, ANZ.
Cunard has 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 the ship in early February.
Edited by: Stephen Morton
