THE REQUEST - Introduce the highly-anticipated Queen Mary 2 to the world.
PIL APPROACH - We knew that every part of this ship, including its marketing had to live up to lofty expectations. So we went straight to the source – working with everyone from executives to ship builders. At the same time we made sure to present the Queen Mary 2 as a ship for today’s sophisticated travelers. Lastly, we invented a unique direct-mail program that merchandized the Queen Mary 2 while also conveying brand attributes and integrity.
THE RESULTS -The inaugural season completely sold out even quicker than expected.