Ultra-luxury cruise company Seabourn recently launched its first marketing campaign created by women-owned marketing agency Grace Creative. Grace Creative won the AOR account in July after a competitive pitch against ten other agencies.

In a first for Seabourn, the global campaign targets women aged 50 and older, which is also the audience Grace Creative specializes in. It’s also a key demo for cruise marketers: women 50-plus make 87% of the travel decisions and have $19 trillion in assets. The objective is to redefine the concepts of luxury and cruising for active and accomplished younger Boomers and older Gen- Xers. Psychographically speaking, the 50-plus audience Seabourn seeks is awaiting adventure, purpose, and elevated, transformational experiences