Seabourn is launching a new brand campaign today called This Is Your Moment.
Aimed at “affluent female decision makers”, the multi-platform campaign is being rolled out ahead of the line’s 2022 inaugural expedition voyages, and will reach audiences via television, print and digital media.
Josh Leibowitz, president of Seabourn, said: “Our mission at Seabourn is to enable our guests to live the largest possible life.”
He added: “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 centred on the theme ‘This is Your Moment’.”
The campaign focuses on “Seabourn Moments”, which are described by the line as “often-unexpected experiences and services that distinguish a Seabourn voyage from all other forms of luxury travel”.
The campaign video features scenes of Seabourn guests on remote beachfronts, exploring whitewashed villages, paddling kayaks toward icebergs in Antarctica, and surrounded by the Norwegian fjords.
Watch the campaign video:
According to market research conducted by campaign creators Grace Creative, women over 50 make 87 per cent of travel decisions, hold $19 trillion in assets, and account for 80 per cent 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.”
Seabourn’s first purpose-built expedition vessels, Seabourn Venture and Seabourn Pursuit, will arrive in 2022 and 2023, adding to the line’s luxury small-ship fleet of five vessels.