It’s the details that make the difference. Cunard wanted a brand re-fresh, so rather than just saying they were different, this first marketing effort demonstrates the one-of-a-kind experiences to be discovered onboard. The campaign continued the second year, promoting QM2 (Queen Mary II) by demonstrating another brand truth, that feeling of anticipation when you’re about to take “the cruise” of a lifetime. QM2 was positioned to deliver on that experience.