2022 Bronze Mail
16 Dec 2022
Agency: Armadillo
Client: Cunard
Campaign Name: Queen Anne - The Next In A Fine Line
Campaign Overview
With a brief to launch a new cruise ship two years before she'd be ready to set sail, the agency needed to reinforce the Cunard brand as the benchmark for luxury travel.
Strategy
The loyalty of Cunard’s highest-spending guests sees them book their favourite ships far in advance. The cruise line needed to drum up interest in a short space of time for its new Queen Anne vessel, in the knowledge passenger budgets may already have been committed to other trips.
The solution lay in segmentation: nearly 20,000 “loyals” identified as high spenders and repeat bookers; and more than 65,000 “potentials” who had cruised, booked or enquired before.
Both audiences were immersed in the beauty and splendour of Queen Anne via a luxurious invitation, with the segmentation used to weight the budget against the different audience needs.
Creativity
Loyals received an iconic, collectible and beautiful piece that would reinforce their value as a high-spending customer, and make adding Queen Anne to their existing repertoire irresistible.
Potentials also received a taste of luxury in a cost-effective version designed to tempt them over the booking line.
Both versions were environmentally friendly, offering an exclusive glimpse in the form of a carefully curated 16-page book and a QR code for booking, before social media and trade partner campaigns went live.
Results
Queen Anne's 2024 maiden voyage sold out in less than a day, with over £17m-worth of bookings across the fleet generated from mailed guests alone. The packs garnered a 46:1 ROI, and are so sought-after they’re now traded on eBay.
The Team
Armadillo - Hannah Waters, Executive Creative Director - Charlie Bulmer, Conceptual Copywriter - Carolyn Carswell, Conceptual Copywriter - Zona Lewin, Senior Designer - Linzi Hole, Group Account Director - Nancy Seogalutze, Account Director - Henry Evans, Senior Account Manager
Cunard - Louisa Gould, Senior CRM Manager - Jess Long, CRM Campaigns Manager - Dave Jones, Marketing Director - Tony Graham, CRM Insight Analyst
Contributors
MBA Group