Today, Cunard launches a new nationwide digital Out of Home campaign using social media influencer content to be created aboard the maiden “Photographic Journey” voyage of its newest cruise ship, Queen Elizabeth, to the Arctic Circle.
Social media posts from influencers will be created via the indaHash platform and integrated into digital Out of Home ads across Clear Channel’s UK malls network.
Conceived by Omnicom Media Group’s PHD UK in collaboration with Talon Outdoor, the campaign will see four specially selected influencers travel on the Queen Elizabeth along the Norwegian coastline and into the Arctic Circle.
Throughout the trip, they will use influencer marketing platform indaHash to post and comment on life and activities onboard Cunard’s luxury cruise ship. This content will then be shared directly across Clear Channel’s network of digital six-sheet screens in ten shopping malls nationwide, including Manchester Arndale centre, Cribbs Causeway, Ealing Broadway and Drake Circus in Plymouth, as well as on Malls XL screens, potentially creating hundreds of unique creative executions.
The social influencer campaign is designed to drive awareness of the Cunard brand and educate new audiences about new destinations and life on-board and will run for two weeks, encompassing the entire length of the Cunard voyage.
Luisa Cameron, head of implementation at PHD said “This year we have seen the evolution and growth of influencer marketing at PHD. We can now create content-led media solutions, custom built to our clients’ needs and the Cunard campaign is the first fully integrated influencer content campaign. Together with PHD’s unique insight lead consumer Rhythms planning approach, we not only implemented the right content strategy but an optimised media plan to connect with our audiences.”
Angus Struthers, Marketing Vice President at Cunard said “Our guests are constantly seeking out travel inspiration from social networks and influencers so, the opportunity to share the wonders of the Arctic Circle, live from one of the most famous and glamorous ships in the world, as people go about their daily lives is too good an opportunity to miss! ”
Louise Stubbings, Creative Director at Clear Channel said “This innovative, first of its kind partnership seamlessly integrates social media with Out of Home and demonstrates the true potential and flexibility of DOOH. This dynamic campaign is a perfect example of how brands can create more contextually relevant content to engage target audiences in a memorable and impactful way.”
Barbara Sołtysińska, CEO at indaHash said “We are extremely proud to be partnering with PHD, Clear Channel and Cunard and to be the influencer marketing technology driving this industry-first campaign. The influencer industry has grown exponentially over the last year and brands are becoming more sophisticated in how they execute their campaigns. This immersive experience brings Cunard cruises to life through strategic use of creative technology, DOOH and influencer marketing, allowing customers to experience the brand in a fun and memorable way. This partnership allows us to both effectively reach today’s hyper connected consumer and extends the life of the campaign to audiences online and in shopping malls across the UK.”