Cunard’s first cinema advert
Last Friday, Cunard made its first cinema appearance with their new advert ‘Dreams’ which will appear in every UK cinema before every screening of the new Cunard.
The advert, which has been created by Cunard’s retained agency Alpha Century, draws from the emotions evoked from travelling on the world’s only ocean liner Queen Mary 2, on an iconic Transatlantic Crossing with Cunard.
Featuring Alan Watts a British philosopher, writer, and speaker the 40-second advert invites the audience to dream of love, banquets, wonderful journeys and music beyond all belief and then, once you have done all that, forget that you were dreaming.
“In a world where we often find it hard to switch off, a holiday on board a Cunard ship is the perfect place to escape the everyday. This advert captures what it feels like to experience the magic of a Cunard voyage on board our flagship Queen Mary 2 as she journeys across the Atlantic.” said David Milo Jones, Marketing Director, Cunard.
Downton Abbey was chosen as the platform to release the new advert by Cunard’s retained media buying agency Wavemaker, who wanted to provide Cunard with the perfect combination of reach, impact and context.
“We know that many of our target audience of discerning travellers are passionate Downton Abbey fans, so a return to the big screen was too good an opportunity for us to miss.” Jones added.
The Cunard campaign also includes branded content produced by Alpha Century that will run across Cunard’s social media channels and be distributed to Cunard’s international teams to use in their own sales and marketing channels.
Barney Girling, Executive Creative Director, Alpha Century said, “Until you’ve sailed on board Cunard you can’t quite appreciate the atmosphere they have created, through over a century of careful fine tuning. Alan Watts’ distinctive speech about finding oneself within an infinite dream, perfectly captured the sheer magic and scale of what Cunard now offer their guests.”
Downton Abbey took the world by storm when it debuted on ITV in 2010, gaining popularity throughout its six-season run until finally calling it a day in 2015. The show followed the aristocratic Crawley family and their team of dedicated servants on the fictional Yorkshire Estate, Downton Abbey, from 1912 until 1925. Starring Maggie Smith, Michelle Dockery and Hugh Bonneville the film is set in 1927, and features a royal visit to Downton Abbey by King George V and Queen Mary.
About Alpha Century
Alpha Century is the creative agency for entrepreneurs. Award-winning advertising, content, brand consultancy and production.
Wavemaker is a new kind of global agency delivering transformative solutions through media, content and technology for some of the world’s biggest brands. We have an unrivalled collection of purchase journey data, over 500.000 journeys across 40 markets and 80 categories, and deploy our purchase journey expertise to spot opportunities and problems at every stage of the customer cycle and turn both into growth. Our 8,600 Wavemakers in 90 countries are diverse, integrated and leading-edge, from trading specialists to data scientists, ecomms experts to award-winning content creators. Our mission is ‘Let’s make the Future’ – at a time when market and customer behaviour is disrupted 24/7, we never stop evolving to help clients succeed. We are a part of GroupM, WPP’s global media investment management company. For more, see www.wavemakerglobal.com
Cunard is a luxury British cruise line, renowned for creating unforgettable experiences around the world. Cunard has been a leading operator of passenger ships on the North Atlantic, since 1840, celebrating an incredible 180 years of operation in 2020. A pioneer in transatlantic journeys for generations, Cunard is world class. The Cunard experience is built on fine dining, hand-selected entertainment and outstanding service. From five-star restaurants and in-suite dining to inspiring guest speakers, the library and film screenings, every detail has been meticulously crafted to make the experience unforgettable. There are currently three Cunard ships, Queen Mary 2, Queen Elizabeth and Queen Victoria with destinations including Europe, the Caribbean, the Far East and Australia. In 2017, Cunard announced plans to add a fourth ship to its fleet that will be launched in 2022. This investment is part of the company’s ambitious plans for the future of Cunard globally and will be the first time since 2000 that Cunard will have four ships in simultaneous service. Cunard is based at Carnival House in Southampton and has been owned by Carnival Corporation since 1998.
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