SEABOURN LAUNCHES “THIS IS YOUR MOMENT ” CAMPAIGN, TARGETING EMPOWERED, AFFLUENT TRAVEL DECISION MAKERS
Seabourn has launched a dynamic new brand campaign today to focus on empowered and affluent travel decision-makers, themed “This Is Your Moment.”
The multi-platform campaign, created with Los Angeles agency Grace Creative, reaches audiences via television, print, and digital media. Seabourn has a decades-long reputation as one of the world’s most exclusive ocean travel and expedition travel companies. Its luxury small-ship fleet offers rare and unique access to the world’s most remote and pristine locations.
The campaign rolls out ahead of the line’s 2022 inaugural expedition voyages and is designed to engage discerning travellers who are passionate about exploring destinations of inspiring beauty, activity, and culture at the most opportune “moment” in their lives. The campaign will also target broader groups to reach a wider audience, including LGBTQ+ and BIPOC communities.
“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.”'
Key to the campaign are “Seabourn Moments,” the personal, often-unexpected experiences and services that distinguish a Seabourn voyage from all other forms of luxury travel. These surprise-and-delight moments have become a recognized part of the transformative Seabourn experience. The campaign video also includes scenes of Seabourn guests on remote beachfronts, exploring whitewashed villages, paddling kayaks toward icebergs in Antarctica and being surrounded by the stunning beauty of Norwegian fjords. This is the active luxury that only Seabourn can deliver.
According to market research conducted by Grace Creative, women over 50 make 87% of travel decisions, hold $19 trillion in assets, and account for 80% of travel advisors who are vital to the Seabourn business.
“Women who are 50 and older are in a transition period when they can own, reinvent, and follow their passions for their next act. And they have the resources to do it,” said Jennifer Nottoli, Managing Director of Grace Creative. “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.”
“This Is Your Moment” also represents a significant moment for Seabourn. The line is entering a new chapter in its history with the upcoming launches of its first purpose-built expedition vessels, Seabourn Venture and Seabourn Pursuit. Each will take to the waters and embark on unparalleled expeditions to extraordinary destinations, with the two new ships arriving in 2022 and 2023, respectively. Meanwhile, with its existing award-winning five-vessel ocean fleet, Seabourn is seizing the moment to appeal to luxury-minded travellers who can’t wait to get out and explore the world again.