Ambassador Cruise Line. Honouring the Great British Grandparent

On behalf of our cruise client, Ambassador, we launched the third iteration of our ‘Great British Grandparent’ campaign, celebrating the nation’s unsung heroes who give so much of their time, emotional and financial support to the family unit.

Launched on National Grandparents Day, the third iteration leveraged public awareness of the ‘Great British…’ TV phenomenon with the campaign being two-fold.

Firstly, we lobbied for National Grandparents Day (5th October 2025) to be afforded the same recognition as Mother’s/Father’s Day. Our aim was to highlight and celebrate just how integral grandparents are to both the family unit and the wider community, while positioning Ambassador as THE champion of the over-50s – a core customer demographic.

The second part followed a social media call-out to Brits asking them to nominate a grandparent for the title of “Great British Grandparent”, incentivised with a complimentary cruise for two.

To ensure greater awareness, we commissioned research that revealed a generational divide in how Brits perceive happiness, modern life and what brings them joy and put a spotlight on the changing role of grandparents and just how integral they are to our lives. These data-led news stories further reinforced Ambassador’s role as the expert on the silver generation.