CHARTING AN EXTRAORDNIARY COURSE
Seabourn is the jewel in Carnival Corporation’s portfolio of cruise lines. The pioneer of small-ship, ultra-luxury cruising, they have won every major travel accolade and award over the last 20 years. The brand has a strong following of loyal guests and has always maintained yields due to low capacity and high demand. However, with two new ships on the horizon, effectively doubling their capacity, they had to fill the funnel with new voyagers. To do so, they would need to appeal to a new audience of younger, highly affluent travelers, including many who have never cruised before.
Our campaign was founded on a core insight: luxury purchases create a great deal of anxiety. Travel consultants corroborated that vacation selections are high stakes decisions – a bad holiday can create a lasting negative impact. To add to that, many of our travelers had never cruised before, and had some misgivings about cruises in general. We saw we would have to provide extra reassurance, and effectively offer more benefits than a regular vacation. We created the Brand Story Extraordinary Worlds to take them out of the cruise category and into the category of ultra-luxury vacations. Our Brand Story centered on the exquisite attention to detail on ship, and the second-to-none experiences Seabourn enables on land.
MANY VOICES: BRAND, INFLUENCER, EMPLOYEE AND PARTNER
We consulted luxury experts from multiple industries (fashion, design, travel, hospitality, etc.) to craft and refine our ultra-luxury tone and execution across mediums. We created a dual-screen visual formula that engaged all our audiences and signaled how Seabourn’s on-ship amenities and on-shore destinations combine to create an unmatched luxury experience.
We show a visual mirror between hot stone massages onboard with New Zealand’s Moeraki Boulders on shore. Another execution pairs an on-deck cocktail party with a playful parallel image of Emperor penguins in the Antarctic. Another shows champagne pouring juxtaposed with Iceland’s Skogafoss falls.
We engaged our internal audiences, our trade partners, our loyal customers and our prospects with various assets. We heavied up in cinematic video and ultra premium print spreads in leading global magazines (Condé Nast Traveler, Travel + Leisure, The Wall Street Journal and The New York Times), rich media display units, and mobile and paid social including focus on premium units on Instagram and Facebook. The campaign “precommerce” microsite www.extraordinarywordsofseabourn.com is a showcase of the worlds of Seabourn, and was created to allow people to experience the brand while avoiding the clunky corporate brand website (which is currently undergoing a reconstruction project).
Feedback from global consumer qualitative was outstanding, as was the reception from the B2B audience and trade press. Without any paid media spending, views of the Extraordinary Worlds anthem film have reached 2 million and counting. Testament to the success of this work, word reached their corporate head office and F&P was awarded a new portfolio assignment for Carnival Corporation, tasked with creating brand stories for all six of their U.S. brands.