09/07/2018 - News

Cunard taps into new audiences with social influencer content across digital OOH screens

Today, Cunard launches a new nationwide digital Out of Home campaign using social media influencer content created aboard the maiden voyage of its newest cruise liner, Queen Elizabeth, to the Arctic Circle. Social media posts from influencers will be integrated into digital Out of Home ads across Clear Channel’s UK malls network.

Conceived by PHD UK and Talon, the campaign will see specially selected influencers travel on the Queen Elizabeth along the Norwegian coastline and into the Arctic Circle.

Throughout the trip, they will use the influencer engager app ‘Indahash’ to post and comment on life and activities onboard Cunard’s latest cruise liner. This content will then be shared directly across Clear Channel’s network of digital six-sheet screens in ten shopping malls nationwide, including Manchester Arndale centre, Cribbs Causeway, Ealing Broadway and Drake Circus in Plymouth, as well as on Malls XL screens, potentially creating hundreds of unique creative executions.

The campaign is designed to drive awareness of the Cunard brand and educate new audiences about new destinations and life on-board and will run for two weeks, encompassing the entire length of the Cunard cruise.

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 the first fully media-led 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.”