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.