Cruise line takes focus away from ships in global brand campaign
Upmarket cruise line, Seabourn, has launched a global brand campaign with the company putting the focus on destinations and experiences, rather than its ships.
https://www.youtube.com/watch?v=-Y6kxUDZcEI
The campaign, ‘Extraordinary Worlds’, uses a split screen to showcase its ports of call and the onboard services and product.
US brand agency Figliulo & Partners is behind the work with the integrated campaign featuring video, print, mobile, digital display and social in the “world’s most prestigious publications”.
“We wanted to inject a very high level of emotion, taking it beyond talking about ships and communicating how it feels to sail the world at the highest level of luxury,” Figliulo & Partners founder and CEO Mark Figliulo said.
The imagery is also designed to appeal to people who have previously rejected a cruise holiday.
“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 personalised service, impeccable cuisine and distinctive all-inclusive environment,” Seabourn President Richard Meadows said.
