Seabourn has launched a multi-platform brand campaign focusing on “empowered and affluent female decision makers”.
Josh Leibowitz, the line’s president, said the campaign – themed This Is Your Moment – was drawn up following market research carried out by Los Angeles-based marketing agency Grace Creative on behalf of Seabourn.
Research showed that women account for 80% of the travel agent community in the US.
In addition, they also make 87% of travel decisions and hold $19 trillion in assets.
The campaign will reach audiences via television, print and digital media.
“Our research points to the fact that each household has a decision maker who drives the travel planning process,” Leibowitz said.
“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’.”
Seabourn said it had spent on “hundreds of millions of dollars” during the pandemic on product upgrades – ranging from onboard enhancements, amenities, and environmental features.
The line said “personal, often unexpected experiences and services” called Seabourn Moments are “key” to the campaign as they “distinguish a Seabourn voyage from all other forms of luxury travel”.
Leibowitz added: “We have to get out there to more people to increase their awareness and turn on that passion to come and join us at Seabourn.
“We’ve heard from guests that have been on other lines that Seabourn truly is an upgrade.”
Karen Thomas, the line’s senior director marketing and demand generation, said the targeted demographic now had time to seize the moment to travel after years spent having families and working.
“They’re jumping in with both feet and we’re right there with them,” she said.
The This Is Your Moment campaign launches as the line prepares to welcome its first purpose-built expedition ship Seabourn Venture in April 2022.