Luxury cruise line Cunard has launched 'Soundwaves', an audio-driven campaign featuring real-life guest stories recorded on board its fleet of ships. Soundwaves is the first integrated campaign the7stars has produced since it won the combined creative and media account for Cunard last year, and will run across online, social, digital audio channels and YouTube until the end of July. Cunard said that Soundwaves will play an important role in its communication strategy, reaching and engaging those who haven’t sailed with the brand before.
Created by Supernova, the7stars’ inhouse creative production shop, Soundwaves captures the unique Cunard experience with multiple, varied, and emotive first-hand accounts, told by real guests, and captured and recorded whilst on Queen Mary 2, the world’s only ocean liner. The audio moments are accompanied with abstract photographic videography from Armand Dijcks to help convey the tantalising experience of a Cunard voyage.
“Guests often tell us that sailing with Cunard evokes powerful emotions, so we were delighted to be able to showcase some of their stories through these powerful testimonials captured during their voyage,” said Cunard Marketing Director, David Jones. “Soundwaves perfectly captures the atmosphere, community and spirit of adventure that a Cunard voyage provides”.
Patricia Qadir, Planner at the7stars, added: “These rich and unique stories deserve a curated media plan for our bespoke audience that delivers the Cunard feeling straight to our audience’s ears in a personal and relevant way. Consumers will experience Soundwaves through channels that allow for an immersive and personalised experience."