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 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...

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