The luxury cruise segment is currently the most in flux as every major brand has new-builds under construction or on order, and now Seabourn Cruise Line is upping the ante ahead of its own new pair of ships launching in 2017 and 2018. The company has just unveiled its latest Extraordinary Worlds marketing campaign, and its approach is equally refreshing and refined.
Competitor Crystal Cruises also recently updated its website integrating new alluring imagery, but it is mostly static. Seabourn's new web campaign is comparatively more dramatic with full-width videos setting the scene as the visual auto-play backdrop for telling the line's story. The pairing of adventure and luxury is perfectly conveyed by a split image introductory video that mirrors the dual travel forms overlaid by a simple invitation button to Explore Seabourn.
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The line's intent is to speak to the "non-cruise" consumer, and if the intro isn't enough to capture them, the interactive window that follows surely will. The interface couldn't be easier to understand. As videos again play in the background users need only arrow up or down to cycle through Seabourn's many destinations and arrow left or right to alternate between shore and ship experiences therein. As any video plays, a small text description box explains the visuals and links to more information, and there's even a nice full-screen viewing option. Otherwise, buttons lead to further trip planning or the line's social media networks.
The main website itself is mostly unchanged, but the new campaign serves as an excellent landing page that first sets up the brand for newcomers unaware of its message. In a press release, the company said it consulted with, "luxury experts across multiple industries - including fashion, design, travel, and hospitality - the goal of the campaign is to further position Seabourn as a top luxury lifestyle brand."
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The result is a success for going beyond merely discussing hardware and software and engaging with the viewer to explore the onboard and shoreside experiences virtually. And it extends past the web as well. Other platforms will include video, print, mobile, digital display and social media in publications such as "Condé Nast Traveler," "Travel + Leisure," "The Wall Street Journal" and "The New York Times."
In fact, one of the next cruises that I will be covering will be my first aboard the luxury line, and this campaign only makes me that much more excited to board the Seabourn Quest in Canada and New England, dive into the Extraordinary Worlds of Seabourn and share my findings with all of you.
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