THE EXTRAORDINARY WORLDS OF SEABOURN
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 accolades 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. Contrary to what you might assume about successful, affluent people, their confidence in their personal and professional lives often does not extend to their choices of vacation. The data showed, and travel consultants corroborated that vacation selections are high stakes decisions – a bad holiday can create a lasting negative impact. 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.
The “Extraordinary Worlds” campaign was designed to offer “double benefit” to the viewer. We created dual-screen visual formula to signal how Seabourn’s on-ship amenities and on-shore destinations combine to create an unmatched luxury experience. We consulted luxury experts from multiple industries (fashion, design, travel, hospitality, etc.), to craft and refine our ultra-luxury tone and execution across mediums. This campaign creates a visual mirror between hot stone massages on board 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.
Extraordinary Worlds is a fully integrated campaign, with expression in cinematic video, 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 focused on premium units on Instagram and Facebook. The campaign “pre-commerce” microsite www.extraordinarywordsofseabourn.com is a showcase of the worlds of Seabourn, and was created to allow people to experience the brand while avoid the clunky corporate brand website, (which is currently undergoing a reconstruction project).
The campaign launched at the beginning of September for the trade audience, and the work has just been released in consumer paid media. While it is too early for quantifiable results, feedback from global consumer qualitative was outstanding, as was the reception from the B2B audience and trade press earlier this month. Testament to the success of this campaign internally, F&P has just been awarded a new portfolio assignment for Carnival Corporation, tasked with creating brand stories for all 6 of their US brands.