In its new ad campaign, Seabourn is making a pitch to affluent and empowered women who drive travel decisions and are eager to explore.
The emotive "This Is Your Moment" campaign targets women as one of Seabourn's core customers and focuses on the unexpected experiences and the people they will meet on a voyage.
Launched Wednesday in television, print and digital media, the campaign also targets LGBTQ+ and BIPOC consumers.
The campaign was created by Los Angeles ad agency Grace Creative, a firm specializing in marketing to women over 50 years old.
"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," said Jennifer Nottoli, managing director of Grace Creative.
According to market research from the firm, women over 50 make 87% of travel decisions.
Seabourn is pivoting the brand's messaging to lure travelers back to the sea as the cruise line prepares to launch a purpose-built expedition vessel, the Seabourn Venture, later this year and the Seabourn Pursuit in 2023.