NEWS: Lexis PR to launch new Cunard image

Cunard Lines, owner of the world famous QE2, has hired Lexis PR to broaden its image beyond the trademark luxury liner with a generic drive to promote cruising.

Cunard Lines, owner of the world famous QE2, has hired Lexis PR to

broaden its image beyond the trademark luxury liner with a generic drive

to promote cruising.



The agency, which beat five others to win the contract last week, will

launch a ‘brand positioning’ drive for Cunard, encompassing all of the

company’s seven ships.



The new consumer, corporate and crisis PR brief was created as part of

Cunard’s bid to adopt a more pro-active marketing stance in the face of

numerous reported ‘PR disasters’ (PR Week, 17 May).



Cunard’s new head of communications for Europe, the Middle East and

Africa, Robyn Griffith-Jones said brand recognition for Cunard was

‘enormous’ but tended to be focused on the QE2.



‘People don’t realise we have 50 per cent of the luxury cruise market,’

said Griffith-Jones. ‘They couldn’t name our other ships.’



Lexis’ public relations drive will aim to attract a wide range of

audiences from families to the younger ‘jet set’ on to its other liners:

The Royal Viking Sun, The Countess, The Dynasty, The Vista Fjord and Sea

Goddess1 as well as the QE2.



Cunard is keen to shed the 1940s image of cruising by swapping its

traditional marketing emphasis on the heritage of the QE2 to promoting

the general benefits of a luxury cruise like five-star service.



The PR effort will be backed by a press advertising campaign by Bates

Dorland in the autumn which will move away from destination and price-

led marketing to a ‘concept’ campaign about Cunard and cruising.



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