Seabourn | This is Your Moment

Carnival Cruise Line’s high-end brand, Seabourn, is the ultimate in luxury cruising. But the award-winning brand was adrift in a sea of tactical sameness.

Seabourn hired us as its AOR to tell its brand story in a fresh, compelling way to a broader audience of younger Boomers and older GenXers, while appealing to current guests. We knew that in order to be successful with this target, it was vital to speak to the key travel decision makers — women over 50, a cohort that makes 85% of the travel plans for their households and, by the way, comprise 87% of travel agents.

We tapped into “Seabourn Moments”, the next-level, intuitive service for which Seabourn had become known, and leveraged it with our insights into the kind of life moments that this affluent audience were seeking now. The creative result is This is Your Moment, our emotionally resonant campaign that recognizes the decades this audience has spent giving birth to families, businesses, and hard-won wisdom. And celebrates this turning point in life as one of joy, freedom, and more adventures ahead. Not exactly the way midlife has been advertised.

On social media, print, and digital ads, our target is loving it. One of the most frequent comments we’ve received from the target audience? “Why aren’t more brands doing this?”

The global integrated campaign includes TV, digital, email marketing, print, organic and paid social media.