Cunard: Global Broadcast Placement “Les Stroud’s Wild Harvest”

In 2023, MGA Media Group was tasked with raising awareness of Cunard's Alaska season, including their ship, Queen Elizabeth, in the North American market. In a highly competitive landscape, the agency explored innovative approaches to spotlight this itinerary to a targeted audience, ensuring the brand would distinguish itself among the many cruise lines operating in the region.

Following extensive research and dynamic pitching strategy, MGA worked with Les Stroud Productions to feature Cunard’s Alaska voyage on four episodes of on the TV program Les Stroud’s Wild Harvest. The crew filmed onboard the ship in Alaska to shoot the episodes, capturing the allure of the region, the ship’s senior officers and culinary team.

RESULTS
The episodes premiered in the spring of 2024, strategically timed to run before the upcoming Alaska season. Airing on PBS stations across the U.S. and Canada, a key demographic for Cunard, the series reached top markets including New York, Los Angeles, Philadelphia, Chicago, Dallas-Ft Worth, Houston, Atlanta, Boston, Washington, DC, San Francisco, Phoenix, Tampa, Seattle, Ft Lauderdale and many more, penetrating the top 200 DMAs.