Seabourn Takes More Than Just Their Guests to Extraordinary Worlds
We took over the AOR relationship with Seattle-based Seabourn (Carnival Group) from Publicis in November 2015 and now oversee all direct-to-consumer and B2B communications.Seabourn |
Seabourn is one of the most awarded ultra-luxury cruise fleets in the world. With a 60 percent rebooking rate, their customers are loyal to say the least. But with two new ships which doubled their capacity our task was to expand Seabourn’s client base into those who didn’t consider themselves cruisers. The problem was many luxury vacationers feared a cruise would feel crowded, inauthentic, and not offer them ample time to explore their destinations. We needed a platform that dispelled these myths and gave travel professionals the confidence to sell Seabourn to their clients.
Choosing a luxury vacation is a highstakes decision. Time is our audience’s most precious resource - and so not a moment of vacation should be anything but extraordinary. Through our Extraordinary Worlds campaign, we positioned Seabourn as the ultimate luxury vacation experience, artfully blending extraordinary on-ship and on-shore experiences to maximize every moment. Through this platform, we helped overcome negative cruising perceptions with potential guests, and armed travel agents with tangible stories and unique Seabourn benefits to share with their clients.
We created a highly targeted campaign specifically for travel professional including print, digital and social showcasing the Extraordinary Worlds of Seabourn and further reinforcing the brand as an ultraluxury vacation experience. The campaign was supported by print in both luxury travel and trade publications and had two major video assets, an anthem film which evoked the ultra luxurious on-ship/on-shore experience, and a more informational but still inspiring “Seabourn Differences” film including a microsite.
Extraordinary Worlds has been a success from a business, brand, guest and trade perspective, helping Seabourn to shift perceptions and convert first-time cruisers into lifelong loyalists. Travel professionals have expressed newfound admiration and trust in the Seabourn brand in qualitative interviews. From a consumer brand standpoint, Seabourn increased perceptions of key imagery attributes YoY, including “designed for the sophisticated traveler” (+14 points), “makes me feel completely taken care of” (+14 points), and “is stylish and modern” (+15 points), significantly outpacing competitors’ imagery gains. Most importantly, with Seabourn operating at 90 percent capacity and adding new ships each year, they are expanding their customer base and fueling sustainable business growth.
90% operating capacity since launch
14-15 points increase in key imagery attributes YOY for sophisticated traveler
“The ‘Extraordinary Worlds’ campaign is all-encompassing: telling the story of Seabourn by showcasing the range of our once-in-a-lifetime destinations along with our highly personalized service, impeccable cuisine and distinctive all-inclusive environment.”
– Richard Meadows, President, Seaborn