Campaign details
Agency: ArmadilloClient: CunardCampaign Name: Cunard: Navigating the Route to Recovery
When Covid-19 stopped travel, people's cruise plans were put on hold. Reigniting 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 the challenge.
Strategy
The audience was not digital natives, preferring direct mail to other channels. They were identified as a mixture of past bookers, warm prospects and those who'd had cruises cancelled. The task seemed simple enough until the...