Case Study: Cunard Line Ltd., Managing Integrated Marketing Communications

709 Words Apr 22nd, 2013 3 Pages
Case Study: Cunard Line Ltd., Managing Integrated Marketing Communications
1. For 1992, why did they select the marketing communications activities in the case? By 1992, there had been a shift in advertising strategy due to worldwide recession in the early 1990s. As result, there was more pressure to achieve immediate sales results, i.e., to fill the ships and thus temptation to resort to more price-oriented appeals to customers. Cunard needed to strategically allocate the budget for marketing communications and branding, maintain uniformity in its communication efforts -- all while finding the right balance between tactical and strategic branding. In addition, Cunard needed to consider the effect on branding strategy due to
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The team used a mix of marketing communications tools and made a distinct emphasis between focus on the Cunard corporate identity and focus on the identity of the individual ships. Cunard’s magazine advertisements using a strategic marketing experience with a focus on individual ships. These ads highlight the company’s offerings of luxury accommodations and services which the traveler will experience, for example with the Queen Elizabeth 2 ship. Another example of strategic advertising is with the Vistaford super luxury ship magazine ad which highlights its superior services. For example, white-glove services, single seating, dining, etc. I think the company effectively makes the distinction between the offerings of the individual ships, and to create awareness of the super luxury cruise. Cunard’s newspaper advertisements focus on the tactical advertising. For example, Exhibit #5 gives exact details of the Cunard product and services offered, i.e., details of the cruise packages along with the cost. Exhibit # 7, another tactical advertisement is an ad for the Queen Elizabeth ship. The marketing communications team have emotionally connected with the customer in its offer to have an experience on the cruise with the tagline “Life is Short.” Along with it they have given details of the cruise, the package and even to create much more appeal they have introduced an offer of traveling in
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