Cunard - Queen Anne Launch DM

Digital Agency
Bristol, UK
Agency / Creative

Designed to be a collector’s item, the luxury DM campaign reflects the elevated experience offered on board Cunard's newest ship, Queen Anne, and was sent to loyal customers across the globe.

Queen Anne, Cunard’s 249th ship, was 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.

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