Seabourn, which takes delivery of a new ship
in December, will relaunch marketing for its entire brand under the banner “The
Extraordinary Worlds of Seabourn.”
The campaign tells Seabourn’s story in split
images, juxtaposing a vertical photo of a waterfall in Iceland with a
side-by-side companion of bubbly pouring into a tall champagne flute.
Another image shows rounded boulders on a
beach in New Zealand on the left, matched on the right with smooth hot stones
on a woman’s back, a spa treatment Seabourn offers.
The campaign, by New York agency Figliulo
& Partners, aims to highlight Seabourn not as a cruise so much as a luxury
experience at sea, to tap into a potential vein of non-cruisers.
For inspiration, the agency interviewed
luxury experts in fashion, design, travel and hospitality.
“We wanted to inject a very high level
of emotion, taking it beyond talking about ships and communicating how it feels
to sail the world at the highest level of luxury,” said Mark Figliulo, founder
and CEO of Figliulo & Partners.
The agency produced a 1-minute video
that uses motion and music to enhance the split-screen effect, showing the curl of a wave matched with the curl of an ice cream scoop.
The ad won’t be on TV, but is intended
for web and social media platforms, along with sales presentations.
Print media placements will include
Condé Nast Traveler, Travel + Leisure, the Wall Street Journal and the New York
Times.
The “Extraordinary Worlds of Seabourn” theme
replaces “The Art of
Delight campaign,” which was introduced in 2013.