Seabourn's new 'This is your moment' brand campaign targets 'empowered and affluent' travel decision-makers and seeks a wider audience including LGBTQ+ and BIPOC communities.

Created with Los Angeles agency Grace Creative, the multi-platform campaign entails television, print and digital media.

The brand campaign video is here:

‘Our mission at Seabourn is to enable our guests to live the largest possible life,’ President Josh Leibowitz said. ‘Our research points to the fact that each household has a decision-maker who drives the travel planning process. With Grace Creative, we identified the empowered and affluent female decision-maker as one of our core customer targets and created this new campaign …’

Rolling out ahead of the line’s 2022 inaugural expedition voyages, ‘This is your moment’ is designed to engage discerning travelers who are passionate about exploring destinations of inspiring beauty, activity and culture at the most opportune ‘moment’ in their lives.

Active luxury

Key to the campaign are ‘Seabourn Moments,’ the personal, often-unexpected experiences and services that distinguish a Seabourn voyage. The campaign video also includes scenes of Seabourn guests on remote beachfronts, exploring whitewashed villages, paddling kayaks toward icebergs in Antarctica and surrounded by the beauty of Norwegian fjords.

According to Grace Creative’s market research, women over 50 make 87% of travel decisions, hold $19 trillion in assets and account for 80% of travel advisors who are vital to the Seabourn business.

‘Women who are 50 and older are in a transition period when they can own, reinvent and follow their passions for their next act. And they have the resources to do it,’ said Jennifer Nottoli, managing director of Grace Creative.