Soundwaves

Luxury cruise line Cunard has launched Soundwaves, a new audio-driven campaign featuring real life guest stories recorded on board their iconic fleet of ships. Soundwaves is the first integrated campaign the7stars has produced since it won the combined creative and media account for Cunard last year, and will run across online, social and digital audio channels until the end of July.

Created by Supernova, the7stars’ inhouse creative production shop, Soundwaves captures the unique Cunard experience with multiple, varied, and emotive first-hand accounts, told by real guests, and captured and recorded whilst on Queen Mary 2, the world’s only ocean liner.

David Jones, Cunard Marketing Director, said: “Guests often tell us that sailing with Cunard evokes powerful emotions, so we were delighted to be able to showcase some of their stories through these powerful testimonials captured during their voyage. Soundwaves perfectly captures the atmosphere, community and spirit of adventure that a Cunard voyage provides”.

The audio moments are accompanied with abstract photographic videography from Armand Dijcks to help convey the tantalising experience of a Cunard voyage.

Mark Robinson, Creative Director of Supernova at the7stars said: “The Cunard experience by its very nature, is difficult to imagine for those of us here on land. So, for Soundwaves we took to the water to record many hours of interviews with guests on Queen Mary 2. Buried in these testimonies were some truly authentic gems; uniquely unscripted or rehearsed, verbatim soundbites of guest’s mid-cruise, mid-Atlantic and most importantly of all, ‘mid experience’.”

Soundwaves will play an important role in Cunard’s communication strategy, reaching and engaging those who haven’t sailed with the brand before. The media approach will be focused on social, digital audio channels, and YouTube, allowing for high dwell time.  

Patricia Qadir, Planner at the7stars, added: “These rich and unique stories deserve a curated media plan for our bespoke audience that delivers the Cunard feeling straight to our audience’s ears in a personal and relevant way. Consumers will experience Soundwaves through channels that allow for an immersive and personalised experience."