High-end cruise company, Seabourn, focuses on women aged 50 and above with their marketing campaign titled 'This Is Your Moment'
Seabourn Targets Women Over 50 with New Marketing Campaign
Luxury cruise line Seabourn has launched a new marketing campaign, focusing on women over 50, aiming to appeal to this demographic's tastes and lifestyle preferences. The campaign, titled "This is your moment," was developed by Seabourn's new agency of record, Grace Creative, appointed in July.
Grace Creative, based in Los Angeles, is well-known for its expertise in marketing to the demographic that controls a significant portion of travel decisions and assets in the upscale cruise market. The agency's location in the heart of the entertainment and advertising industries could prove beneficial for Seabourn's marketing efforts.
The new Seabourn campaign is designed to highlight bespoke, culturally rich, and luxurious cruise experiences that align with the preferences of affluent women in this age group. The cruises feature ultra-luxury amenities, immersive itineraries in iconic and boutique Mediterranean ports, and an all-inclusive experience.
Women over 50 are key decision-makers in luxury travel, often driving group travel bookings and repeat cruises. They constitute a substantial portion of the luxury cruise clientele, shaping trends in travel and spending within the sector. Seabourn recognizes that this demographic values safety, comfort, exclusive cultural immersion, and personalized service — all hallmarks of their offerings.
The rationale behind targeting women over 50 stems from their significant influence and purchasing power in the upscale cruise market. Women over 50 often have disposable income, time, and a preference for meaningful, enriching travel experiences. They control $19 trillion in global assets and make 87% of travel decisions in the upscale cruise market.
Seabourn's new campaign is aimed at women who are over 50 years old. The line’s marketing frequently highlights exclusive, enriching experiences and elegant service tailored to the sensibilities of mature, discerning travelers. The demographic's impact on the upscale market is amplified by their preference for world cruises and longer itineraries that Seabourn offers, such as Mediterranean and Adriatic voyages.
While the creative specifics of the Seabourn campaign are not yet detailed, the brochure and market positioning clearly reflect this focus on women over 50 as a core audience, leveraging their influence to maintain and grow the luxury cruise segment. The Seabourn brand is known for offering exotic vacation destinations, such as the Canary Islands, the South China Sea, and Greenland's fjords. The cruises cater to a demographic with the means to take such vacations.
- To cater to the tastes and lifestyle preferences of affluent women over 50, Seabourn's new marketing campaign, "This is your moment," highlights health-and-wellness, women's health, fashion-and-beauty, lifestyle, and travel destinations as integral parts of their luxury cruise experiences.
- Recognizing the influential purchasing power of women over 50 and their preference for enriching travel experiences, Seabourn offers unique travel destinations like the Canary Islands, the South China Sea, and Greenland's fjords, along with immersive itineraries in iconic and boutique Mediterranean ports.
- The cruises align with the demographic's values of safety, comfort, and exclusive cultural immersion, emphasizing personalized service and bespoke, luxurious amenities that fit with their health-and-wellness and lifestyle preferences.
