Cunard launches advertising campaign to showcase 'evolution and heritage'

Cunard has launched a global advertising campaign showcasing its “evolution and heritage” in a bid to reach new audiences, its president has said.

The adverts, voiced by actor Richard E. Grant, are running across multiple channels to primarily reach new-to-cruise audiences and encourage them to reassess the line’s offering.

TV programmes featuring the adverts include ITV’s Shardlake and Channel 4’s Celebrity Gogglebox.

Cunard president Katie McAlister told a Travel Weekly webcast: “We have got quite a unique positioning as we do luxury at a grand scale and most luxury cruise lines are a bit smaller.

“This means there is a Cunard experience for everyone as we have lots of different options and price points.

“The other thing we are leaning into is our heritage with our 185th birthday this year and you don’t get to be 185 without evolving, and the advertising is a real statement of that evolution and a nod to the heritage with some of it in black and white, and some in colour, which will bring it all to life.”

While the adverts will not carry a specific call-to-action for agents, McAlister said she hoped it would boost trade sales.

She added: “I’m hoping that everyone is going to be coming to the high street or pick up their phone [to their agent] and say: ‘Oh, I’ve seen that new Cunard ad, and I really fancy a Cunard voyage’.”