2018 was landmark year for the cruising market, and with the market increasing so to was the variety of cruise providers available to consumers and the competition between them.
Cunard realised the need to stand out and the aim of the campaign was to shift perceptions of quality and luxury, a key point of difference vs. competitor brands, to ultimately drive brand consideration.
Plan
Cunard’s advert ran before screenings of highly-anticipated blockbuster Downton Abbey, the perfect film to reach and engage the brand’s primary ABC1 35+ adult target audience. Cinema provided Cunard with a brilliant opportunity to advertise its offering in a premium AV environment, where audiences are engaged and the brand’s more emotive story would have greatest impact.
Results
Running the ad before Downton Abbey enabled Cunard to drive key campaign metrics amongst the its core target audience.
+35%
uplift in agreement that Cunard ‘offers luxury on my own terms’
+27%
uplift in agreement that Cunard ‘creates a sense of occasion on board’
+33%
more likely to consider Cunard, with exposed cinemagoers ‘very’ or ‘extremely likely’ to consider the brand vs. control
