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The ultra-luxe cruise line Seabourn already targeted a well-heeled demographic with the means to take exotic vacations to places like the Canary Islands, the South China Sea and Greenland’s fjords.
For its latest campaign, the brand has identified a critical sliver of that audience—women over 50—speaking directly to them with the tagline, “This is your moment.”
In the upscale cruise market, women 50-plus make 87% of the travel decisions, according to the brand, and control $19 trillion in assets globally.
With those stats in mind, Seabourn chose Los Angeles-based Grace Creative as its new agency of record in July.
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