Cunard has launched a new global brand campaign, anchored by the tagline “Why cruise when you can Cunard.” The campaign also debuted with a 60-second hero film directed by Christian Larson that “invites like-minded travellers to experience Cunard’s iconic blend of style, elegance and uncompromising luxury.”

The film has a voiceover from actor Richard E. Grant, who recites an excerpt from Canadian writer Bianca Sparacino’s book The Strength in Our Scars. Utilising black and white visuals, the film follows a female lead who “dives into the world of Cunard.” Her journey takes her from the poolside terrace to the Grand Lobby, and on to the Chart Room cocktail bar, before concluding with Cunard’s signature Transatlantic Crossing arrival into New York.

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Katie McAlister, President at Cunard, said: “As we celebrate our 185th anniversary this year, our luxury heritage and the spirit of what makes a Cunard voyage so special is brought to life with bold storytelling and cinematic beauty in this campaign.”

The Australia campaign launches this week across BVOD, press, digital and online video.