Cunard celebrates 175th anniversary with digital push

London, United Kingdom

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

London, UK: Cunard, the world’s longest-established shipping line, is launching a digital initiative to mark its 175 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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About DigitasLBi

DigitasLBi is a global marketing and technology agency that transforms businesses for the digital age. We help companies of all shapes and sizes decide what’s next… and then we take them there.

In 25 countries around the world, across 40 offices, there are more than 6,000 digital experts working to enrich people’s lives via our unique blend of strategy, creativity, media and technology.

Our skills span insight, brand building, content creation and distribution, as well as the ability to help clients organise themselves for the consequences of the change. We act as strategic partner to some of the world’s most exciting brands across travel, financial services, FMCG, publishing, telecoms and retail.

There are many things that make DigitasLBi unique but if we had to choose one it would be our ability to connect data with storytelling to help make brands special, shareable and more ultimately valuable wherever, whenever and however people choose to engage with them.

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