Cunard Line: Can You Wait?

Brand Name: Cunard Line
Product Type or Description: Cruise Line
Category for this Entry: Travel/Tourism/Destination
Campaign Title: Can You Wait?
Agency: TBWA\Chiat\Day New York
Client: Cunard Line

Marketing Challenge

Launching a cruise liner at the worst possible time

Cunard's newest ocean liner, Queen Mary 2, is launching in January 2004, taking over the transatlantic route from the legendary QE2. Upon her maiden voyage, the ship will be the largest, grandest, and most expensive ever built. HOWEVER, this is against a backdrop of chronic over-capacity in the cruise industry, a situation worsened by blight in travel and tourism generally because of the economy and the threat of terrorism. With airlines going bankrupt and hotels giving away free rooms, it's no surprise that cruise prices are at an all-time low. [1] In 2001, fares declined 4% and in 2002, by another 20%. [2] Consumers have learned to wait as long as possible before booking because cruise lines will cut prices to fill their ships. Communication is all about 'deals', making it tough to command premium prices bad for a company who will not discount the pride of their fleet.