In May, Seabourn used the Harrods app to advertise the latest addition to its award-winning line of ships – the Seabourn Ovation. The brand followed this up in November with a campaign devoted to its Caribbean cruises.
Customers aged 40+ interested in travelling.
Seabourn used the Harrods app as a channel to reach a high-net-worth customer interested in travel. Users of the Harrods app take seven holidays per year on average, and 49% are international from 170 countries. The campaign included:
• A four-week bespoke advertisement with branded assets and links to the brand’s website in the digital magazine in May and November
• An accompanying advertorial page in the May/June issue of Harrods Magazine
During 2018, Seabourn took part in two media activations in the Harrods app. In May, the brand wanted to tap into a premium audience and raise exposure of its newly launched ship. The activation in November aimed to encourage customers to book cruises to the Caribbean during cold months.
With May’s campaign, the brand achieved 2,484 screen views with their bespoke advert having a dwell time of 24 seconds. This was above the advert screenview average in May of 2,208. November’s advert saw the brand achieve 3,473 screen views, with a dwell time of 21 seconds. The advert screenview average in November was 3,337.