Author Topic: Marketing Slogans  (Read 1083 times)

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Offline Michael Gallagher

Marketing Slogans
« on: Mar 06, 2018, 09:55 AM »
Further to the QE2 topic on marketing slogans for the ship, since 'Getting There is Half the Fun' was dropped in the mid-1960s Cunard has used the following for the company:

'Go Sun Hunting with Cunard'

'We're not the best because we're the oldest. We're the oldest because we're the best'

'Advancing Civilisation since 1840'

'The Most Famous Ocean Liners in the World'

Offline Michael Gallagher

QE2 marketing slogans
« Reply #1 on: Mar 06, 2018, 09:57 AM »
Early QE2  slogans were:

'Ships have been boring long enough'

'The most exciting thing since Apollo 1'

'The Great One between London and New York'

And actually trademarked in 1973 and used throughout the 1970s: 'The Greatest Ship in the World'

Offline Michael Gallagher

Re: QE2 marketing slogans
« Reply #2 on: Mar 06, 2018, 10:00 AM »
Cunard’s refusal to accept delivery as planned in December 1968 and the subsequent cancellation of QE2’s announced programme of maiden voyages between January and April 1969 resulted in the costs of the expensive ad campaign for the ships introduction and these inaugural voyages having to be written off. The Cunard Report of the Directors dated 15 May 1969 stated:

“The Board has decided not to carry forward the abortive advertising costs and agents’ commission incurred in 1968 and the other costs referred to, altogether some £778,000, to be recouped out of subsequent revenue”.

A “big noise fast” became the agreed policy for advertising QE2 as soon as it became clear in March / April 1969 that the campaign could begin.

The original starting date, 24 January 1969, had to be suspended but once a Handover Date had been established the programme – costing £150,000 – could go forward. The reasons for the “big noise” included establishing the ship as real and sailing and to show what she was like inside, a job that would have been covered by editorial features in colour magazines.

This meant bringing forward ‘The Great One between London and New York’ theme and eliminating the initial ads for the Maiden cruise programme. In the build up to the 2 May sailing colour pages (as well as black and white ads) were used wherever possible with the aim of getting full impact for the pictures of the interior.

The whole aim of the publicity was to market the ship as a place and an experience – certainly not as transport. Although the new ads were selling sailings now references in them to voyages or distances were relatively few. All the emphasis was on ‘QE2 Style’ and the ship’s value in terms of money, as well as amenities as a hotel or even resort.

Examples of the way in which the company and its advertising agency struck out for a new style occurred in the colour ads. QE2, they stated, has “Our law of supply and demand. Whatever you demand we supply”. Then, “There’s our Law of Gravity. It’s a crime to be grave in QE2”. And again, “Inhibitions are strictly for dry land, so swing”.

In April 1969 the latest brochure
(featured here: https://www.theqe2story.com/forum/index.php/topic,8282.msg93924.html#msg93924) issued consisted was a poster leaflet of 181 pictures – the hotel-resort atmosphere was carried through by a wide variety of shots. Naturally these included swimming, sunbathing, dancing and eating and drinking – all activities being enjoyed by youngsters and young parents. Some pictures were views from the ship – as one would have views from a hotel and others made use of the ship’s architectural features such as the mast. This brochure was used both in consumer advertising and in a driver through travel agencies to the public. It went out in Britain, the US and in three languages in Europe.
« Last Edit: Mar 06, 2018, 10:46 PM by Scott Ebersold »

Online Lynda Bradford

Re: QE2 marketing slogans
« Reply #3 on: Mar 06, 2018, 10:19 AM »
Early QE2  slogans were:

'Ships have been boring long enough'

'The most exciting thing since Apollo 1'

'The Great One between London and New York'

And actually trademarked in 1973 and used throughout the 1970s: 'The Greatest Ship in the World'

Thanks Michael, it is really interesting to learn the background to the early advertising campaign and to see the slogans. 

Looking back, if I was asked to produce a slogan it would be
"The ship worth waiting for"

It must have been a time with frustrations for the advertising/marketing people because of the delays but also exciting to market this young modern ship. 
I was proud to be involved with planning QE2's 50 year conference in September 2017 in Clydebank
www.qe2event.com

Online Thomas Hypher

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Re: Marketing Slogans
« Reply #4 on: Mar 06, 2018, 09:23 PM »
Thank you for the excellent, interesting, and detailed information, Michael! "The Most Famous Ocean Liners in the World" is the slogan I remember from the twilight of her career.

First sailed on QE2 in August 2003 aged 6 years old. Last stepped foot and sailed on QE2 in July 2008. Last saw the seagoing QE2 in person from the decks of QM2, on QE2's last Transatlantic crossing (Eastbound tandem) in October 2008. Visited QE2, in her new life, in Dubai back in January 2020.

Offline Pete Hamill

Re: Marketing Slogans
« Reply #5 on: Mar 06, 2018, 10:10 PM »
I think the one that references Apollo 1 is in rather poor taste given the tragic ending.
I suspect that was thought up by some office bound person who didn't check their facts before they came up with what they thought was a clever slogan.

Online Peter Mugridge

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Re: Marketing Slogans
« Reply #6 on: Mar 06, 2018, 11:12 PM »
Is it actually a typo for Apollo 11, given the dates being close to the mission ( which was in July 1969 )?
"It is a capital mistake to allow any mechanical object to realise that you are in a hurry!"

Offline June Ingram

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Re: Marketing Slogans
« Reply #7 on: Mar 07, 2018, 05:57 PM »
Thank you, Michael, for the background about the marketing slogans.  :)
QE2 - the ship for all of time, a ship of timeless beauty !

Online cunardqueen

Re: Marketing Slogans
« Reply #8 on: Mar 07, 2018, 07:56 PM »
The worlds best loved and most famous ocean liner..EVER .. ;)
From the moment you first glimpsed the Queen,
 you just knew you were in for a very special time ahead.!

Offline Scott Ebersold

Re: Marketing Slogans
« Reply #9 on: Mar 07, 2018, 11:27 PM »
Great!  I think it would be fun if we could put together a list or time line of slogans for QE2 from "Getting there was half the fun" from the mid-60s to "The Most Famous Ocean Liners in the World" that was in use at the end of her career.  (And maybe some pictures too!)

From Michael we know that in the 60s/70 there was:

'Ships have been boring long enough'

'The most exciting thing since Apollo 1'

'The Great One between London and New York'

And actually trademarked in 1973 and used throughout the 1970s: 'The Greatest Ship in the World'

And CunardQueen gave us:

"The One and Only" (which I think pre-dates or was maybe concurrent with "The Greatest Ocean Liners in the World"??)

What were some of her 1980s and early 90s slogans?

And, am I correct that there was a period when "The Greatest Ocean Liner in the World" (singular, not plural) was also used for specifically for QE2, not the whole fleet?

« Last Edit: Mar 07, 2018, 11:33 PM by Scott Ebersold »

Offline Michael Gallagher

Re: Marketing Slogans
« Reply #10 on: Mar 08, 2018, 06:52 AM »
1987: 'Tomorrow's Superliner Today'