On the heels of its recent announcement of the southernmost hotel on earth, Silversea, the leading experiential luxury and expedition travel brand unveils a unique new campaign and brand positioning identity this month.
The work is the first creative effort from its recently-appointed Creative AOR Superbloom House (SBH), an agency known for its innovative agency-meets-production-meets-entertainment model and recent campaigns for Tripadvisor, Simon Malls, and Tyson Foods.
SuperBloom has a proven track record for being quick and nimble, and it’s that unique speed and efficiency that is behind this partnership with Silversea.
The brand tasked the agency with developing a launch campaign and entirely new brand ID and communications strategy in just three short months.
The work, which launched this week, is rolling out with a full funnel distribution now, created by a bespoke team of hybrid filmmakers/producers/photographers/editors/docu-filmmakers that were able to move quickly, go deep, and deliver a wide range of content within strict (literally at sea) parameters.
ABOUT THE LAUNCH CAMPAIGN
Superbloom’s first work for Silversea was captured on the production crew’s three voyages to the Mediterranean, Caribbean and Antarctica aboard some of the line’s newest ships, Silver Ray and Silver Endeavour.
Titled “To Finding More,” the campaign takes a novel approach for the cruise category, seeking to speak to a new kind of luxury consumer that sees travel as not just a vacation, but as a reflection of how they perceive the world and what they seek in life.
SBH appealed to this unique audience by crafting a look and feel that skews much closer to a luxury fashion house or private club than a traditional cruise line, tapping former Ralph Lauren and Anthropologie Creative Director Nathan Copan to shoot the work.
Launching internationally this month on CTV, OOH, Digital, and across social channels, the campaign centers on imagery from Silversea’s actual voyages, focusing squarely on the genuine connections and unforgettable moments of discovery guests have aboard their ships.
- From Antarctica’s icebergs and wildlife, Mediterranean cliffside towns and culinary delights, and South America’s bustling streets, these visually stunning locales are the backdrop of the campaign’s hero :30 second spots, set to elegant orchestral music and a knowledgeable narrator encouraging guests to seek more.
The brand is also creating new branded content to capture the cinematic moments of a Silversea voyage and immerse potential guests into the cruise line’s unique offering.
The move targets a discerning clientele heavily invested in understanding the ins and outs of their adventures before committing to set sail.
ABOUT THE STRATEGYThe new campaign and brand repositioning comes at a key moment for the cruise industry as a whole.
Cruising has become more popular than ever. However, new audiences no longer see themselves reflected in advertising for luxury ocean cruises and expeditions through a lack of authenticity.
Most cruises offer excursions and take you to well-traveled places. Silversea (and this campaign) are focused on deeply immersing guests in true local culture and experiences of wonderment.
“Silversea truly wanted to do something different in creating something extraordinary for their dynamic audiences who are hungry for life-changing travel experiences,” said Heather Pieske, CCO of SuperBloom House. “From day one, we assembled a nimble, travel obsessed team both in front of and behind the camera, all of whom hold a relentless commitment to showing others the joy of the world through the Silversea lens. The creative process itself had us finding more around every corner, on every ship, and in every destination. We are so grateful and inspired to create work with a brand that so powerfully leads the category and puts magic back into seeing all corners of the globe.”
ABOUT THE BRAND IDENTITYEvery club is defined by its symbols, a unique reflection of its identity and members. Silversea’s new brand offers a cohesive design language, where logo, color, imagery and typography unite to build a rich, visual mythology.
The new, more refined look and feel will pair with a conversational tone of voice that helps the brand to stand out in the “sea of same” that is found within the cruise category.
Superbloom’s work includes a new logo and brand mark, visual assets, font, and much more.
“’To Finding More’ is a rallying call for our likeminded guests to immerse themselves in the world like never before, all in uncompromised comfort,” said Annette Diaz, Interim CMO of Silversea. “The memories our guests create when traveling with Silversea translate into stories that travel. In partnering with Superbloom, we developed a creative direction that speaks to the new codes of luxury, rooted in what our guests care about most, and the people who bring them there. Now live across our channels, ‘To Finding More’ invites our guests to expect the unexpected, take them to the edge of the world and back, and create new memories only found with Silversea.”
