Cunard is making its big-screen debut with a new cinema advert to appear before every screening of the new Downton Abbey film.
The ‘Dreams’ advert draws from the emotions evoked from travelling on flagship Queen Mary 2 on a transatlantic voyage.
The 40-second sequence invites audiences “to dream of love, banquets, journeys and music beyond all belief and then, once you have done all that, forget that you were dreaming”.
The advert features the voice of British philosopher, writer, and speaker Alan Watts.
Downton Abbey was chosen as the platform to release the new advert to provide the line with a combination of reach, impact and context.
Cunard marketing director David Milo Jones said: “In a world where we often find it hard to switch off, a holiday onboard a Cunard ship is the perfect place to escape the everyday.
“This advert captures what it feels like to experience the magic of a Cunard voyage onboard our flagship Queen Mary 2 as she journeys across the Atlantic.
“We know that many of our target audience of discerning travellers are passionate Downton Abbey fans, so a return to the big screen was too good an opportunity for us to miss.”
The promotional campaign also includes branded content that will run across Cunard’s social media channels and be distributed to the line’s international teams to use in their own sales and marketing channels.