Current

A Travel Blog by Seabourn

Current | Branding, Content, Creative, Design, Digital , Social
Current

A Travel Blog by Seabourn

Current | Branding, Content, Creative, Design, Digital , Social

Challenge

2019 has been a difficult year for luxury travel overall. A backdrop of global economic uncertainty and geo-political disruption dampened demand for expensive, exotic trips. This couldn’t have happened at a worse time for Seabourn. They had new ships that doubled their capacity, at a time when competition was also aggressively increasing their own capacity and offering new levels of luxury amenities and services. Addressing these issues with their B2B marketing model created a great deal of inefficiency. 90% of their sales come from travel advisors, and they had spent years speaking to their Consumer and Trade audiences with different channels and different communications assets. We needed to find a way to efficiently talk to both simultaneously.

One Story

The Current: Introducing Current, a beautifully produced digital magazine, edited and managed by FIG. With new content published weekly, Current gives both highly affluent consumers and Trade audiences daily inspiration on travel and secures Seabourn’s place as a leader in ultra-luxury cruise. It also serves as a lead generation tool, capturing a younger and more digitally-oriented audience, engaging them with “travel porn”, answering questions through editorial and actively driving them to Seabourn’s booking engine.

Many Voices

Current is published as a section on the Seabourn website, but its content is also distributed across earned, owned, and selective paid channels. The content strategy behind Current is SEO-led, and to facilitate capturing net-new users through higher, funnel keywords. It has quickly become a source of content for Seabourn’s marketing channels from DM to brochures, as well as a repository for other high, quality content at Seabourn, such as PR stories.

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