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...