Armadillo and Cunard wow guests with Queen Anne direct mail campaign

To promote the launch of Cunard’s newest Ship, the Queen Anne, we crafted an exquisite Direct Mail pack for guests exemplifying the grandeur that you would expect from Cunard.

Every detail of the pack was designed with luxury in mind: a slower pace of storytelling with more exploration, heavier stocks for heightened connection, contrasting colours to surprise and delight, and gold foil that glistens throughout the experience.




Upon lifting the lid, the jewel in the crown is unveiled – a collection of four dazzling teal and gold cards, each an artistic rendition of Queen Anne’s unique architectural features: from the Grand Lobby designed by world-leading artists and architects to the magnificent column in the Britannia Restaurant. On the reverse, a glimpse of the ship’s interior is shown through richly coloured renders – igniting guests’ imaginations about what to expect. And all of this was meticulously designed to fit within international postage restrictions.

Hannah Waters, Creative Director, adds, “Everything aligned perfectly on this project. The brand is prestigious – the pinnacle of luxury. Our clients were ambitious; driven to help us achieve something great. And the process of piecing it all together was one of the most rewarding creative experiences of my career.”


Every detail was considered from this pack and Armadillo understood the brand and goal from the campaign to create the direct mail pack. Guests have been delivered a crisp, white postpack: a representation of Cunard’s famous White Star Service, and inside, a richly textured black presentation box, adorned with iconic Cunard brand elements in pristine gold foil.



As well as this, the pack includes a carefully crafted 16-page brochure, with additional imagery of Queen Anne and the destinations that the ship will guide their customers to through the cruise. All of this was intimately designed to fit within international postage restrictions, and was a great campaign for Armadillo to take on.


Louisa Gould, senior CRM manager, Cunard, comments, “Simply wow! We’ve already had so much positive feedback on the luxury DM piece.  Everyone loves it. Thank you all for helping us create this masterpiece, I really do feel it is a piece of art.”

Cunard has reported that the first day of voyage bookings for new ship Queen Anne proved the busiest booking day in a decade.