Over the last two years of uncertainty, Covid-19 destroyed our globetrotting plans and left us anxiously confined to our four walls – a devastating blow to the travel business. As well as flights being grounded, Covid-19 put cruise plans on hold too, fuelling apprehension around future bookings, cancellations and safety. But as travel tentatively became a possibility again, prestige cruise line Cunard needed a campaign that would reignite their guests’ joy of sailing, drive advance bookings and fuel business recovery.
How could they tempt their loyal community of cruisers out of their small, home-based world and back to ocean-bound adventures? After asking for their customers’ views, they found one thing united them all – they wanted to know that travel would be an option again after the stop and start of restrictions. So ‘Permission to daydream’ was the concept and the strategy was to give them that permission, safe in the knowledge that Cunard had their hopes and fears covered.