MIAMI -- Seabourn Cruise Line is adding new sales and marketing
executives to support the ultraluxury operator's renewed emphasis
on the "yacht-like" intimacy of its smaller ships.
The new executives previously divided their time between
Seabourn and its sister brand Cunard Line but will now work
exclusively for Seabourn, said Rick Meadows, senior vice president
of sales and marketing.
Signe Bjorndal will become director of marketing, with
responsibility for advertising, direct mail, brochures, collateral
materials and e-marketing. She was previously director of worldwide
marketing for Cunard Line Ltd.
Douglas Seagle was named director of sales development, a new
position. He had been manager of national accounts for Cunard Line
and previously spent 15 years with Royal Caribbean.
Tanya Barnette was named director of charter and incentive
sales. She joined Cunard in 1995 from Ritz-Carlton.
"There's lots of talent in the group," said Meadows. "The main
challenge is defining to travel agents who Seabourn Cruise Line is
and what it can do for passengers that other cruise lines can't. We
have to distill the product in such a way as to make it
understandable and accessible [to agents]," he said.
Characterizing the product as "ultraluxury cruising in a class
of its own," Meadows said: "We operate all-suite vessels for 50 to
100 couples, we have a virtual one-to-one guest-to-passenger ratio,
and our ability to serve guests is better than [that of] other
operators in the industry."
Seabourn's renewed emphasis on small-ship intimacy follows the
recent decision to transfer the 740-passenger Seabourn Sun next
year to the Holland America fleet, where it will sail as
That will leave Seabourn with a more homogeneous fleet,
consisting of three 212-passenger ships (Seabourn Legend, Pride and
Spirit) and two 100-passenger vessels, Seabourn Goddess I and
"We've made the marketing message very clear: We have one brand
and one basic ship size," said Meadows. "We've made it easier for
the agent to position Seabourn to their clients and for us to
position Seabourn to agents."