Cunard: Navigating the Route to Recovery

Cunard, a cruise line, encouraged people in the UK to return to the seas after the COVID-19 lockdowns.

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...

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