Luxury cruise line Cunard is launching a new global omnichannel campaign ahead of the key summer period, centred around the strapline: “Why cruise when you can Cunard?”

Developed in partnership with The7stars’ in-house creative production studio, Supernova, the campaign will be centred around a 60-second spot directed by Christian Larson.

Featuring a voiceover from actor Richard E. Grant, the cinematically-shot film showcases the premium aspects of the cruise line’s offering, and culminates in Cunard’s signature Transatlantic Crossing arriving into New York.

“Cunard is more than a cruise – it’s a rare opportunity to pause, reflect, celebrate and view the world from a different perspective,” said Katie McAlister, president of Cunard.

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“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. We’re incredibly proud of the result and are looking forward to seeing how audiences across the world connect with it.”

Launching this week, the spot will run across primetime programming on both ITV and Channel 4, and will be supported by video-on-demand, press, digital and online video executions through to 21 September.

Barnaby Girling, ECD at Supernova added: “Cunard deserves to take its place amongst the great luxury brands of the world. There really is nothing else that matches the attention they pay to heightening every facet of ocean travel.

“We set out to create a campaign to celebrate their iconic status while at the same time expressing a style and sense of liberation reserved exclusively for those who choose ‘To Cunard’.”