CRM specialist, Armadillo, and Cunard are wowing guests with a new direct mail campaign fit for a queen. Designed to be a collector’s item, the luxury campaign reflects the elevated experience offered on board its newest ship, Queen Anne, and is being sent to loyal customers across the globe.
Queen Anne, Cunard’s 249th ship, has been added to complete the quartet: Queen Mary 2, Queen Victoria and Queen Elizabeth. The ship’s titles all derive from British royalty, honouring the names of each Queen Regnant over the last millennium.
Designed to perfection, Cunard guests aboard this new ship will have more choices and enhanced experiences than ever before, set against a backdrop of luxury and grandeur that takes inspiration from Cunard’s rich heritage.
As the first mailing to launch the new ship, each detail of the pack was designed with luxury in mind, echoing the onboard experience. Guests are delivered a crisp, white postpack: a representation of Cunard’s famous White Star Service, and inside, a richly textured black presentation box, adorned with iconic Cunard brand elements in pristine gold foil.
Upon lifting the lid, the jewel in the crown is unveiled– a collection of four dazzling teal and gold cards, each an artistic rendition of Queen Anne’s unique architectural features: from the Grand Lobby designed by world-leading artists and architects to the magnificent column in the Britannia Restaurant. On the reverse, a glimpse of the ship’s interior is shown through richly coloured renders – igniting guests’ imaginations about what to expect.
Nestled beneath these cards is a carefully crafted 16-page brochure, with further images of Queen Anne and her initial destinations, alongside itineraries from her maiden voyage to the seas beyond.
And all of this was meticulously designed to fit within international postage restrictions.
Louisa Gould, senior CRM manager, Cunard, comments, "Simply wow! We’ve already had so much positive feedback on the luxury DM piece. Everyone loves it. Thank you all for helping us create this masterpiece, I really do feel it is a piece of art.”
Hannah Waters, creative director at Armadillo adds, “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 new ship Queen Anne proved the busiest booking day in a decade.