High-end cruise company, Seabourn, focuses on women aged 50 and above with its advertising campaign titled "This Is Your Moment"
Seabourn Targets Women Over 50 with New Marketing Campaign
Luxury cruise line Seabourn has announced a strategic shift in its marketing approach, specifically targeting women over 50 with its latest campaign. The tagline for this new initiative is "This is your moment."
Seabourn has appointed Los Angeles-based Grace Creative as its new agency of record, a move driven by the agency's authentic connection and expertise with this demographic. Founder Susan Lee Colby, who launched Grace Creative in her 50s, brings a unique perspective and insight into the interests and preferences of women in this age group, aligning closely with Seabourn’s target clientele.
This strategic partnership allows Seabourn to create marketing and advertising campaigns that resonate deeply with upscale women travelers aged 50 and above. This demographic, which controls $19 trillion in global assets, represents a significant and lucrative segment in the luxury cruising market. In fact, they make 87% of the travel decisions in the upscale cruise market.
Seabourn's cruises offer exotic vacations to various destinations, including the Canary Islands, the South China Sea, and Greenland's fjords. As an ultra-luxe cruise line, Seabourn caters to a demographic with the means for such exotic vacations.
By partnering with Grace Creative, Seabourn taps into a specialized agency that understands the lifestyle, values, and desires of this demographic, enabling more effective communication and engagement within this market. This alignment of brand marketing expertise and demographic insight is expected to enhance Seabourn's appeal to affluent women over 50, bolstering their position in the luxury cruise sector.
In summary, Seabourn's latest campaign is a deliberate attempt to connect with a specific demographic within its existing audience, offering them the opportunity to embark on unforgettable journeys while reinforcing the brand's position as a leader in luxury cruising.
- The luxury cruise line Seabourn, with its new marketing campaign targeting women over 50, is capitalizing on their interests in science, as they seek exotic vacations to destinations like the Canary Islands and Greenland's fjords, immersing themselves in the natural wonders of our world.
- As women over 50 control $19 trillion in global assets, the health-and-wellness aspect of Seabourn's cruises, offering relaxation and rejuvenation, will likely resonate with them, underscoring their ability to enjoy the finer things in life.
- Given that the segment of upscale women travelers aged 50 and above make 87% of the travel decisions in the upscale cruise market, fashion-and-beauty amenities onboard Seabourn's ships will cater to their desires for self-care and enhance their overall experience, positioning Seabourn as a preferred choice for this demographic.
