Pomp, circumstance and formality may be gone or at least on the way out with many cruise lines, but not so with Cunard. Executive V.P. Jan Swartz says the more other lines dispense with formality, the more distinctive Cunard’s product becomes, and she’s convinced there’s still a market for it.
"Formality is part of Cunard's heritage, and it will continue," says Swartz. "Cunard passengers are attracted to the idea of getting to go and mingle with people from all over the world who dress well, love to dance, love fine dining."
She points to imagery in Cunard promotions. People dressed casually in some, but, overall, it's a very civilized looking group. "As much of the business moves away from formality, we're not at Cunard, and it has helped us become more distinctive," sums up Swartz.
With Queen Elizabeth II christening the Queen Elizabeth in October, Swartz is advising agents that the event will be a great opportunity for marketing programs, because consumer awareness will be high.
“We'll be doing a big Cunard blitz in October,” Swartz says. “Be on the lookout for extraordinary collateral and promotions going on to celebrate the launch of the Queen Elizabeth."
Swartz is undoubtedly correct about this being a big event. When the Queen christened the QM2 in 2004, the act attracted worldwide publicity that transcended cruise cognoscenti. And now, at age 84, the Queen's public appearances are increasingly rare, so the October 11th ship-naming is going to attract attention.
So, while even luxury players like Regent Seven Seas have ended formal nights and others promote them as a cruise highlight while at the same time offering options for those not interested, Cunard is still celebrating pomp and circumstance as the epitome of the grand voyage.
