Cunard Cruises: Textual Analysis

Cunard 175 is promotional campaign used to retrieve and endorse the years of customer service that Cunard Cruises has accustomed. I have written this report in order to denote how the marketing strategies for this campaign has been influenced by previous advertisements and the way they have used their traditional techniques to maintain their typical demographic while simultaneously encouraging new audiences. This report will cover the Cunard 175 marketing techniques as well as drawing upon other Cunard adverts to back up these ideas. This will be done through textual analysis and further research. I will then look at the different approaches which could be taken to strengthen the Cunard brand in the future and ways to evoke a wider audience.
The blog is much more interactive as it allows users to leave comments about their experience with Cunard as well as message each other about their experiences and this internal marketing on Cunard’s blogs is able to spread faster through word of mouth encouraging people to use Cunard as their number one travelling option, this interactivity that distinguishes them from other static websites (Hargittal: 2008). This word of mouth via the the blog is effective as it refers to any statement that consumers share about the Cunard brand (Kietzmann: 2013), especially on social media platforms. It is also effective marketing as when the fundamental messages spread from user to user and presumably resonates because it comes from a reliable third party source, this form of marketing results in earned media rather than
However, as a result of this, it is damaging the quality image in which Cunard offers. So in order to maintain the quality image Cunard should re-establish its marketing strategy by eliminating these short term goals including minimalizing their advertising and focus on the high end market. For instance, advertisements in tabloid newspapers such as the Daily Mail should be discontinued as this to some extent, is aimed towards the wrong audience and so advertisements should be consistent and appear in magazines aimed at their target audience. It’s important for Cunard Cruises to reorient its traditional values and give a personal touch to its audiences and this can be done through the use of direct mailing, whether this is through social media or even post as it reinforces the authenticity of the Cunard brand. It is essential to continue to make use of companies who can provide consumer information from historic to demographic profiling as it allows Cunard to administer marketing materials that are tailored to the needs of potential