CLIENT
Cunard Cruise Lines
Debbie Natansohn, SVP - Worldwide Sales and Mktg.
David Gevanthor, VP - Mktg.
Anna Mirabal, Manager - Advertising and Direct Mktg.
Liz Reyes-Branger, Advertising and Direct Mktg. Specialist
AGENCY
Andy Hall, Copywriter
David Hackworthy, Chief Strategic Officer
Patrick O'Neill, Group Creative Dir.
Kim Wijkstrom, Account Dir.
Bari Komitee, Account Supervisor
Bill Montgomery, Art Dir.
SUMMARY
The most Pre-sold Un-built Ship in History! The "Can You Wait?" campaign developed to launch the QM2, Cunard's newest & most extravagant ocean liner, needed to generate awareness of the ship & sell 60% of total 2004 capacity by 11/30/03. The anticipation-building campaign targeted affluent, sophisticated adults, primarily women, & tempted them with all the reasons they couldn't & shouldn't wait for the chance to sail aboard the most luxurious ocean liner of our time. The maiden voyage sold out by July 2003, 6 months prior to the ship's launch. By September 2003 the ship was booking 20% ahead of pace, already at 60% of 2004 capacity, & she is on track to reach more than 70% of 2004 capacity by 11/30/03.
