Seabourn is tempting travelers to discover its “Extraordinary Worlds” with a new visually-driven brand campaign that breaks traditional category conventions and strives to overcome “non-cruiser” consumer barriers.
“The ‘Extraordinary Worlds’ campaign is all-encompassing: telling the story of Seabourn by showcasing the range of our once-in-a-lifetime destinations along with our highly personalized service, impeccable cuisine, and distinctive all-inclusive environment,” said Richard Meadows, president of Seabourn. “As the pioneer of ultra-luxury, small-ship cruising, we are grateful for our strong following of loyal guests. This campaign will certainly inspire them as well as enticing new travelers who crave authentic and luxurious travel experiences to become Seabourn loyalists as well.”
“Extraordinary Worlds” embraces a visually-driven approach to branding. The dual-screen visual formula created for the campaign is a powerful yet playful way for Seabourn to show how its onboard amenities and on-shore experiences combine to create an unmatched luxury experience. Visual onboard and on-shore examples include a hot stone massage vs. New Zealand’s Moeraki Boulders, and champagne delivered by a dedicated sommelier vs. the waters of Skogafoss in Iceland.*
The “Extraordinary Worlds” campaign will also target an audience of highly affluent travelers, including those who have never cruised before. The integrated campaign will feature video, premiere print, mobile, digital display and social in the world’s most prestigious publications, including Condé Nast Traveler, Travel + Leisure, The Wall Street Journal and The New York Times, top trade publications, and with social media platforms including Instagram and Facebook.
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