Cunard has launched a nationwide digital, out of home campaign using social media influencer content by PHD UK as the shipping line aims to drive awareness to the brand.
The campaign will promote the maiden ‘photographic journey’ of the line’s new cruise ship, the Queen Elizabeth, to the Arctic Circle. Social media posts from influencers will be created via the indaHash platform and integrated into digital out of home ads across Clear Channel’s UK malls network. PHD UK will work in collaboration with Talon Outdoor, with four specially selected influencers travelling on the Queen Elizabeth along the Norwegian coastline and into the Arctic Circle.
Throughout the trip, the influencer marketing platform indaHash will be used to post and comment on life and activities onboard Cunard’s luxury cruise ship. Content will be shared directly across Clear Channel’s network of digital six-sheet screens in ten shopping malls nationwide.
Luisa Cameron, head of implementation at PHD, said: “This year we have seen the evolution and growth of influencer marketing at PHD. We can now create content-led media solutions, custom built to our clients’ needs and the Cunard campaign is the first fully integrated influencer content campaign. Together with PHD’s unique insight lead consumer Rhythms planning approach, we not only implemented the right content strategy but an optimised media plan to connect with our audiences.”
Angus Struthers, marketing vice president at Cunard, said: “Our guests are constantly seeking out travel inspiration from social networks and influencers. The opportunity to share the wonders of the Arctic Circle, live from one of the most famous and glamorous ships in the world, as people go about their daily lives is too good an opportunity to miss!”
Barbara Sołtysińska, CEO at indaHash said “The influencer industry has grown exponentially over the last year and brands are becoming more sophisticated in how they execute their campaigns. This immersive experience brings Cunard cruises to life through strategic use of creative technology, DOOH and influencer marketing, allowing customers to experience the brand in a fun and memorable way. This partnership allows us to both effectively reach today’s hyper connected consumer and extends the life of the campaign to audiences online and in shopping malls across the UK.”
The social influencer campaign will run for two weeks, encompassing the entire length of the Cunard voyage.