Brief

Cruise line Cunard unveils its first integrated ad campaign, through Bates Europe and Bates USA, next week. The 8.5m brief includes a print campaign, a CD-Rom, a Website and the launch of a new magazine, Euphoria. TV ads will run in the US and may air in the UK at a later date. The campaign aims to reinforce Cunard’s position as a global luxury brand, distinct from the rapidly growing ‘floating hotel’ sector of the cruise business. Called Juxtaposition, the push uses the strapline: ‘Where else in the world?’