Seabourn has created a brand campaign called ‘This Is Your Moment’ focusing on “empowered and affluent female decision makers”.
The campaign – to run across television, print and digital media channels – was created with Los Angeles agency, Grace Creative.
It launches ahead of the line’s 2022 inaugural expedition voyages and is designed to “engage discerning travellers who are passionate about exploring destinations of inspiring beauty, activity, and culture at the most opportune moment in their lives”, the line said in a statement.
A campaign video focuses on Seabourn guests on remote beachfronts, exploring villages and paddling kayaks toward icebergs in Antarctica.
The decision to target women is based on market research conducted by Grace Creative that found that “women over 50 make 87 per cent of travel decisions”.
Seabourn president Josh Leibowitz said: “Our mission at Seabourn is to enable our guests to live the largest possible life.
“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.”
Grace Creative managing director Jennifer Nottoli added: “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.
“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 is launching its first purpose-built expedition vessels, Seabourn Venture and Seabourn Pursuit, with a range of new itineraries in the pipeline.