Transporting Recipients to Another World
For many across the country, April tends to be a rainy, dreary month. In other words, the perfect time to be swept away with thoughts of your next vacation. Capitalizing on this dynamic, the Cunard Line, the cruise line brand of the Queen Mary 2, sent a direct mail piece to prospects in late April touting its luxurious voyages to the Caribbean and Europe. The uniquely folded brochure arrived in prospects' mailboxes consisting of just one sheet of paper and served as the perfect stimulant to help recipients transport themselves to a luxury-filled cruise aboard the 5-year-old vessel.
The front of the brochure prominently displays a picturesque scene of the ocean liner cruising along at sunset, with a headline that plays off both its aspirational theme and the mail piece itself: "A realm of untold elegance unfolds within ..."
"We didn't want to put too much information on the front cover because we want the ship to be the primary focus," says Jamie Clark, marketing specialist for the Cunard Line. "And then we wanted them to be teased in by the headline."
Along with the ship's image and headline, the front cover contains a text box advertising promotional offers. This represents a toned-down version of the text box compared to the back cover, where the specials are given in more detail. This was strategically done so the text wouldn't take away from the brand-building influence of the front cover. On the back cover, the text blends in more easily with the busier mail panel—all done with the intention of pushing recipients inside the mailing for details on specific voyages.
Handling the copywriting and creative layout for the campaign was G2, Cunard's Los Angeles-based direct marketing agency, along with its own in-house marketing team. One particularly unique feature regarding the brochure's layout is the far-left flap is written so it seamlessly integrates with either the far-right flap folded over or when lined up with the adjacent middle panel. Both messages speak to the "Golden Age of Ocean Travel," a theme repeated throughout the mailing (Archive code #501-172393-0905).