Ultra-luxury cruise company Seabourn recently launched its first marketing campaign created by women-owned marketing agency Grace Creative. Grace Creative won the AOR account in July after a competitive pitch against ten other agencies.
In a first for Seabourn, the global campaign targets women aged 50 and older, which is also the audience Grace Creative specialises in. It’s also a key demo for cruise marketers: women 50-plus make 87% of the travel decisions and have $19 trillion in assets. The objective is to redefine the concepts of luxury and cruising for active and accomplished younger Boomers and older Gen- Xers. Psychographically speaking, the 50-plus audience Seabourn seeks is awaiting adventure, purpose, and elevated, transformational experiences.
“With Grace Creative, we identified the empowered and affluent female decision-maker as one of our core audiences. After a challenging year for travel, the brand campaign Grace Creative developed captures what true luxury has come to mean to the Seabourn audience. Now more than ever, travel is not just about going places, it’s about experiencing moments that move you deeply, joyfully, and unexpectedly,” said Josh Leibowitz, president of Seabourn.
"Grace Creative understands our target, and brought an authentic voice and resonance to the campaign that is quite a departure from our competition,” said Karen Thomas, senior director marketing and demand generation at Seabourn.
The creative focuses on the deeper experiences that a Seabourn cruise allows travellers and the luxury of how it feels while traveling to exotic destinations, enjoying world-class restaurants, and beautiful oceanfront suites. All of this comes together to create life moments that matter.
'This is your moment,' the 60-second manifesto ad opens, and a female narrator leads us through a series of statements that suggest it’s time to reap the rewards of a life characterised by hard work and caring for others. Beautiful cinematography captures women winding down and relaxing on various parts of the cruise ship over the course of a day, then expands to show them with their partners, the luxury onboard settings, the mouth-watering food, and finally, the breath taking destinations where Seabourn leads them. It tags with, 'This is your moment,' as well.
“Women 50 plus 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,” adds Jennifer Nottoli, managing director of Grace Creative. Our goal with our ‘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.
The brand video (:60, :30, and :15 versions) will run on addressable TV, Digital, and YouTube. The campaign also includes social, print, website, email marketing, and direct mail components, as well as OOH in the US, the UK, and Australia. All created by Grace Creative.
“We are so excited to be working with a top luxury brand like Seabourn, because they recognise the power and influence of women 50+,” said Susan Lee Colby and Kathy Sjogren, co-founders of Grace Creative. “They are committed to authentically focusing on and reaching this important audience and understand that an agency of seasoned talent, founded by women 50+, is the one to bring the perspective and insight needed to stand out in the category.”