Seabourn, an ultra-luxury cruise line, recently introduced its first marketing campaign, designed by Grace Creative, a women-owned marketing agency. For the first time, Seabourn is focusing its global campaign on women 50 and over, who are also the target audience for Grace Creative. Among women 50-plus, 87% make travel decisions, and they have $19 trillion in assets.
Seabourn's objective is to redefine luxury and cruising experiences for active and accomplished younger Boomers and older Gen- Xers. Psychologically speaking, the audience Seabourn seeks is expecting adventure, purpose, and elevated, transformative experiences.
"Women 50 plus are in a transition period when they can own, reinvent, and follow their passions for their next act. And they have the resources to do it," adds Jennifer Nottoli, Managing Director of Grace Creative. "Our goal with our ‘This is Your Moment’ campaign is to speak to women authentically and resonate with their passions, either for themselves or with their partners, as they enter midlife and beyond."
Women 50+-Targeted Ads
Seabourn Launched a Campaign Created by Women-owned Agency Grace Creative
Trend Themes
1. 50+-targeted Marketing - Businesses can focus on redefining their marketing strategies to cater to the women over 50 audience who make travel decisions and have $19 trillion in assets.
2. Women-owned Marketing Agencies - The emergence of women-owned marketing agencies can provide opportunities for businesses to partner with agencies that understand and can effectively market towards the women over 50 demographic.
3. Adventure and Transformative Experiences - The women over 50 demographic are seeking adventure, purpose, and elevated, transformative experiences, creating a demand for businesses to provide unique experiences for this target audience.
Industry Implications
1. Luxury Cruise Industry - The luxury cruise industry can capitalize on the women over 50 demographic by redefining their image and marketing to cater to this target audience's unique desires for travel.
2. Travel Industry - The travel industry can cater to women over 50's desires for adventure and redefining their purpose through travel by offering unique experiences and destinations tailored towards this target audience.
3. Marketing and Advertising Industry - The marketing and advertising industry can provide opportunities for women-owned agencies to lead the charge in creating effective campaigns that speak authentically and resonate with the women over 50 demographic.