The world’s finest ultra-luxury cruise line Seabourn is tempting travellers to discover its “Extraordinary Worlds” with a new visually-driven brand campaign that breaks traditional category conventions and strives to overcome “non-cruiser” consumer barriers.
With the newest ultra-luxury fleet to sail the high seas, Seabourn is now looking to chart an extraordinary course with US brand agency Figliulo & Partners through a new and exciting inaugural campaign launch.
“The ‘Extraordinary Worlds’ campaign is all-encompassing, telling the story of Seabourn by showcasing the range of our once-in-a-lifetime destinations along with our highly personalised service, impeccable cuisine and distinctive all-inclusive environment,” Seabourn President Richard Meadows said.
“As the pioneer of ultra-luxury, small-ship cruising, we are grateful for our strong following of loyal guests. This campaign will certainly inspire them as well as enticing new travellers who crave authentic and luxurious travel experiences to become Seabourn loyalists as well.”
After consulting luxury experts across multiple industries including fashion, design, travel, and hospitality, the campaign further positions Seabourn as a top luxury lifestyle brand. “Extraordinary Worlds” concentrates on the exquisite details of Seabourn’s exotic destinations and luxurious onboard guest amenities, helping the campaign deliver the emotions of travel and luxury.
“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. So our new campaign is as luxurious as a Seabourn cruise. It’s beautiful, spacious and crafted with an amazing attention to detail. It’s unlike anything else in the category,” Figliulo & Partners founder and CEO Mark Figliulo said.
“Extraordinary Worlds” embraces a visually-driven approach to branding. The dual-screen visual formula created for the campaign is a powerful yet playful way for Seabourn to show how its onboard amenities and shore experiences combine to create an unmatched luxury experience. Some examples of where the visual onboard experience meets the shore include a hot stone massage and New Zealand’s Moeraki Boulders, and champagne delivered by a dedicated sommelier versus the waters of Skogafoss in Iceland.
The “Extraordinary Worlds” campaign will also target an audience of highly affluent travellers, including those who have never cruised before. The integrated campaign will feature video, premiere print, mobile, digital display and social in the world’s most prestigious publications. The brand video is available here
The cruise line offers the newest and most modern fleet in its category with its award-winning ships Seabourn Odyssey, Seabourn Sojourn and Seabourn Quest set to be joined by Seabourn Encore in December.
Seabourn’s intimate ships offer key elements that set the line apart: spacious, thoughtfully appointed suites, many with verandas; superb dining in a choice of venues; complimentary open bars throughout the ship; fine wines poured at lunch and dinner; award-winning service and a relaxed, sociable atmosphere that makes guests feel right at home onboard.
For more information call 13 24 02 or visit www.seabourn.com