Cunard launched a new marketing tagline, “Feel Famous. Sail Cunard.” The theme ties in with a series of tools for the retail trade to help sell its three ships: Queen Elizabeth, Queen Mary 2 and Queen Victoria.
New tools include a “Feel Famous” web video with Pass It On email functionality, a “Legendary Liners” DVD that can be customized with an agency’s brand information and sent to clients and a PDF e-flyer, “101 Ways to Feel Famous,” that also can be personalized and distributed to customers.
The email functionality was added to Cunard’s travel agent video library at www.onesourcecruises.com, and retailers can use the function free of charge. Also for agents, Cunard updated its printed brochures, making them smaller and more cost-effective for mailing, the line said.
A set of special fares is part of the promotion. Feel Famous Fares are offered on all three Cunard liners. Agents can review all of the specially priced itineraries at www.cunard.com.
There’s also a consumer campaign tied to the new marketing theme. Cunard launched a landing page at www.feelfamouscunard.com, where visitors can view a video introduction to the brand, review special fares and sign up for the line’s Feel Famous Sweepstakes to win a transatlantic crossing on the Queen Mary 2.
National direct-mail offers (print and email) will be distributed early next month. The line also is incorporating the campaign into CLIA's 2011 National Cruise Vacation Week in October.