Today Cunard announces it has appointed Alpha Century as its lead creative agency.
The appointment, which follows a competitive pitch, will see Alpha Century work with Cunard to elevate the brand whilst reaffirming its position as the ultimate luxury travel provider.
Alpha Century will take ownership of the brand’s ATL campaign, digital creative strategy and execution. The team will aim to broaden Cunard’s appeal whilst strengthening its relationship with existing loyalists – self-proclaimed ‘Cunarders’.
Very happy to announce our most recent account win: Cunard @Campaignmag #pitchwin @cunardline https://t.co/oNWPBcwTIy
— Alpha Century (@Alpha_Century) February 18, 2016
Angus Struthers, marketing director at Cunard comments: “At Cunard we are proud of the passion our brand inspires amongst our guests, and it was clear that passion was both understood and reflected by the agency.
The team at Alpha Century showed a real appreciation of our brand from day one with the initial ideas translating across all mediums. We’re really energised with what the future creative holds and are looking forward to seeing how our potential and current guests react.”
Hugo Feiler, CEO at Alpha Century concludes: “The cruise industry has been dominated by promotional messages in recent years, making it difficult for brands to build meaningful relationships with customers. Cunard is a British icon. They have always been at the forefront of the industry, and we’re thrilled that they have appointed us to help keep them there as they enter their next chapter.”
Cunard’s offline media remains with the7stars and online media with 360i. The account is valued at £4m.