• New Global Brand Campaign: Cunard has launched a major new brand campaign with the confident tagline, “Why cruise when you can Cunard.”
• Cinematic Ad Campaign: The campaign is anchored by a 60-second, black-and-white film featuring a voiceover by actor Richard E. Grant, designed to evoke a sense of luxury and sophistication.
• Focus on Elevated Experience: The core message positions Cunard as a unique, aspirational travel experience that is distinct from and more elevated than a standard cruise.
• Targeted U.S. Launch: The campaign will roll out in the U.S. the week of June 23, focusing on key Florida markets across a mix of traditional TV, streaming platforms, and digital media.

Cunard is celebrating its 185-year legacy with the launch of a distinctive new global brand campaign, confidently inviting travelers to experience its iconic blend of style and luxury with the new line: “Why cruise when you can Cunard.” This elegant initiative beautifully captures the essence of what makes a Cunard voyage a unique and aspirational travel experience.

At the heart of the campaign is a stunning 60-second film, shot in cinematic black-and-white. Directed by Christian Larson, the film features a captivating voiceover from acclaimed actor Richard E. Grant, whose sophisticated tone perfectly complements the poetic script. The visuals follow a powerful female lead as she immerses herself in the world of Cunard, from the chic Riviera-style pool terrace to the grandeur of the ship’s lobby and the art deco Chart Room cocktail bar, culminating in a classic Transatlantic Crossing. The result is an evocative piece that frames a Cunard voyage not just as a trip, but as a statement of intent for those who seek the extraordinary.

Katie McAlister, President of Cunard, noted that the campaign successfully brings to life the brand’s heritage and the special spirit of its voyages. The campaign is set to launch in the U.S. the week of June 23, focusing on key Florida markets through a modern media mix that includes traditional television, connected TV platforms like Hulu and Peacock, and digital video content. This fresh approach is poised to introduce a new generation of travelers to Cunard’s celebrated combination of timeless elegance and modern luxury.