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DigitasLBi Takes Us on a Voyage Through 175 Years of Shipping Brand Cunard

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Initiative brings to life Cunard’s rich and romantic 175-year history across bought, owned and earned channels

DigitasLBi Takes Us on a Voyage Through 175 Years of Shipping Brand Cunard

Cunard, the world’s longest-established shipping line, is launching a digital initiative to mark its 175th anniversary. The initiative was created as part of the brand’s ongoing partnership with global marketing and technology agency DigitasLBi.

DigitasLBi’s blended team of creative, strategy, technology and user experience experts has collaborated with Cunard to develop and execute a digital strategy to support the landmark anniversary, aiming to engage new audiences by bringing to life Cunard’s rich and romantic 175-year history.

The centrepiece of the campaign is a video timeline of key milestones in Cunard’s 175-year history. The two-and-a-half minute animated timeline, which Cunard and DigitasLBi created in collaboration with animation production company NOMINT, moves seamlessly through the decades, starting in 1840 when Britannia, one of the company’s first ships, made its maiden transatlantic voyage to Halifax, Nova Scotia. The timeline also takes in Cunard’s participation in WWI, the very first World Voyage in 1922, and the glamour and glitz of the 1950s, before ending in the present day as Cunard celebrates its anniversary year.


DigitasLBi has also worked with Cunard to develop a social media amplification strategy. Activity across social channels imagines the sort of photographs Cunard passengers might have shared if today’s digital technology had existed 175 years ago.

Angus Struthers, Marketing Director at Cunard, said: “For those unfamiliar with Cunard, it’s difficult to comprehend how much of a role the company has played in shaping the world of ocean travel as we know it today. We’re excited to be harnessing our digital channels to share some of the most iconic moments in our 175 history.”

Simon Attwater, Group Creative Director at DigitasLBi, added: “As a history geek, the chance to look back at Cunard’s illustrious 175 year history was a dream of a brief. Rifling through the annals was a delight and turned up some wonderfully quirky facts, enabling us to create a campaign which reflects Cunard’s rich heritage.”

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Animation

Animation Company: NOMINT

Client

Advertiser: Cunard

Production Company

Director: Christos Lefakis

Creative Agency

Creative Agency: DigitasLBi

Art Director: Richard Morgan

Copywriter: Christopher McKee

Group Creative Director: Simon Attwater

Producer: Filip Johansson

Senior Account Manager: Umesh Patel

Client Director: Caitlin Blewett

Categories: Travel, Tourism

Digitas, Thu, 15 Jan 2015 10:10:04 GMT