With an emphasis on targeting “empowered and affluent travel decision-makers,” Seabourn Cruise Line is launching its new “This Is Your Moment” multiplatform campaign. The marketing effort predates the luxury line’s inaugural season of 2022 expedition sailings onboard the highly anticipated new Seabourn Venture.
“Our mission at Seabourn is to enable our guests to live the largest possible life,” said Josh Leibowitz, president of Seabourn. “Our research points to the fact that each household has a decision-maker who drives the travel planning process. With Grace Creative, we identified the empowered and affluent female decision-maker as one of our core customer targets and created this new campaign centered on the theme ‘This is Your Moment.’”
Our research points to the fact that each household has a decision maker who drives the travel planning process ... we identified the empowered and affluent female decision maker as one of our core customer targets and created this new campaign centered on the theme ‘This is Your Moment.'
The Los Angeles-based agency was charged with developing the television, print and digital media campaign that highlights “Seabourn Moments” — surprise-and-delight differentiators of the line’s active luxury experience. For instance, one video depicts scenes ranging from remote beachfronts and whitewashed villages to kayaking amid icebergs in Antarctica and discovering the majestic fjords of Norway.
In its research, Grace Creative concluded that women ages 50 and older make 87% of travel decisions, retain $19 trillion in assets and make up 80% of travel agents most crucial to Seabourn sales.
“Women who are 50 and older are in a transition period when they can own, reinvent and follow their passions for their next act,” said Jennifer Nottoli, managing director of Grace Creative. “And they have the resources to do it. Our goal with Seabourn’s ‘This Is Your Moment’ campaign is to speak to women authentically and resonate with their passions, either for themselves or with their partners, as they enter midlife and beyond.”
Also reached by the campaign is a wider audience, including LGBTQ+ and BIPOC (Black, Indigenous, People of Color) communities.
The Seabourn Venture expedition ship will launch in 2022, while sister ship Seabourn Pursuit will set sail in 2023. The two purpose-built vessels join the line’s five traditional ocean-going ships.
Together, the Seabourn fleet is known for all-inclusive, all-oceanfront accommodations, exceptional service, award-winning cuisine and open bars extending to premium spirits and wines. The luxury line visits all seven continents and calls on more than 400 worldwide destinations.
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Seabourn Cruise Line
