Cunard, the 156-year-old luxury cruise line, begins its first integrated global branding campaign this month. Cunard said it has budgeted $13.2 million for the campaign, running in the U.S., U.K., Germany, Australia and the Far East. The campaign, created by Bates USA and Bates Europe, includes the company's first-ever TV ads. Called "Juxtaposition," the campaign carries the tagline, "Where else in the world.," and pairs images to link Cunard's ports of call with its onboard activities. In the U.S., consumer magazine ads run in September; TV begins in October, running in the top 12 markets plus national cable. Cunard
will also launch a site on the World Wide Web Sept. 15.