As it celebrates 185 years of cruising, Cunard has launched a new global brand campaign under the tagline: “Why cruise when you can Cunard.” The initiative reframes the cruise experience as something more aspirational, offering your clients a journey defined by distinction.
The campaign is a 60-second film directed by Christian Larson and narrated by British actor Richard E. Grant. With narration from Canadian writer Bianca Sparacino, the spot features the essence of a Cunard voyage. Shot entirely in black and white, the film follows a female passenger as she experiences the cruise, from a poolside Riviera scene to the Grand Lobby, the Chart Room cocktail bar and finally the Transatlantic Crossing culminating in New York City.
A Sophisticated Cruise Campaign
Katie McAlister, President at Cunard, said in a press statement: “Cunard is more than a cruise—it’s a rare opportunity to pause, reflect, celebrate and view the world from a different perspective. As we celebrate our 185th anniversary this year, our luxury heritage and the spirit of what makes a Cunard voyage so special is brought to life with bold storytelling and cinematic beauty in this campaign. We’re incredibly proud of the result and are looking forward to seeing how audiences across the world connect with it.”
“Cunard deserves to take its place amongst the great luxury brands of the world. There really is nothing else that matches the attention they pay to heightening every facet of ocean travel. We set out to create a campaign to celebrate their iconic status while at the same time expressing a style and sense of liberation reserved exclusively for those who choose ‘To Cunard’,” said Barnaby Girling, Executive Creative Director at Supernova, the creative production studio responsible for the campaign.
The U.S. campaign, set to launch in the U.S. the week of June 23, will spotlight the Cunard brand across key Florida markets including Fort Myers, Miami and West Palm Beach. The initiative will run on traditional television and expand across leading local connected TV platforms, including Fox Flex, Hulu and Peacock, as well as digital and online video content.
For more information, visit cunard.com.
