Cunard: Queen Anne – the next in a fine line

Cunard, a shipping company, launched its new cruise ship, the Queen Anne, two years before it was due to set sail by using audience segmentation to deliver different special invitations for two different consumer targets.

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...

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