Carnival-owned cruise ship brand Cunard is rolling out a global direct mail campaign to promote its new ship, the Queen Anne, promoting her initial destinations, alongside itineraries from her maiden voyage.
The ship, Cunard’s 249th, completes the quartet of Queen Mary 2, Queen Victoria and Queen Elizabeth, honouring the names of each Queen Regnant over the last millennium.
Each detail of the mailpack has been designed by agency Armadillo with luxury in mind, echoing the onboard experience. The Bristol agency has handled the Cunard and P&O Cruises CRM account since 2019, following a competitive pitch.
Recipients are delivered a white postpack, a representation of Cunard’s “White Star Service”, and inside, a richly textured black presentation box, adorned with Cunard brand elements in gold foil.
Inside there is a 16-page brochure, and a collection of four teal and gold cards, each an artistic rendition of Queen Anne’s architectural features: from the Grand Lobby designed by artists and architects to the magnificent column in the Britannia Restaurant. On the reverse, a glimpse of the ship’s interior is shown through coloured renders.
Cunard senior CRM manager Louisa Gould said: “We’ve already had so much positive feedback on the luxury mail piece. Everyone loves it. Thank you all for helping us create this masterpiece, I really do feel it is a piece of art.”
Armadillo creative director Hannah Waters added: “Everything aligned perfectly on this project. The brand is prestigious – the pinnacle of luxury. Our clients were ambitious; driven to help us achieve something great. And the process of piecing it all together was one of the most rewarding creative experiences of my career.”
Cunard has reported that the first day of voyage bookings for Queen Anne proved the busiest booking day in a decade.
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