How do we position Seamester as a compelling travel experience when it doesn’t fit the traditional idea of a vacation?

The Ask:

People value travel most when it changes them, and the lesson that changed us most are lived.

The Insight:

The best learning doesn’t replace school. It expands it.

The Solution:

The Big Idea:

Navigate your future

OUT OF HOMES:

BROADEN YOUR HORIZONS 

Placed in scenic coastal destinations along the ship’s route, these transparent OOH posters use the ocean view as the message—reminding travelers that what’s a vacation spot for them is just another school day for Seamester students.

Outdoor digital sign featuring a waterfront cityscape with high-rise buildings and a church steeple, surrounded by trees and grass.
A billboard on a beach showing a city skyline, a Ferris wheel, and people swimming in the water, with text about campus and semester.
A large black rectangular frame with a scenic ocean view in the background, including mountains and islands, and green grass in the foreground. Text overlay reads "YOUR CAMPUS SEA | MESTER" with a black strip and white round icons at the bottom.

Hotels advertise scenic views as vacation perks. We advertise them as campus amenities. Because at Seamester, the view isn’t just the destination, it’s the classroom.

SEA-CIAL MEDIA

Two smartphone screens showing social media posts about Seamasters, an outdoor education program in Doral, Florida. The left post features a group in rainy weather examining a map, labeled "Applied Geography." The right post shows a nighttime scene on a boat with people, labeled "Active Nightlife." Both posts include hashtags and engagement icons.
Screenshots of social media posts promoting Seasmester programs in Doral, Florida. The left post features a group of women celebrating in the ocean with soap and a sailboat in the background, with text about communal bathrooms and a caption about not bragging enough about them. The right post shows two men on a sailboat, with text about offering non-traditional learning activities and a caption about expanding horizons with non-traditional learning.

A fun interactive activation that gives you a little taste of the fun you’ll have at sea. Following the clue’s lead you into your first experience. Grab a Seamester passport, take a picture and have a splash!

STUNT: START THE SEAMESTER

WITH A SPLASH

A blue student passport and an open booklet with a student ID and various stamps related to sailing and exploration. The passport reads "Sea Mester Student Passport" and "Global Adventure Campus." The open booklet shows a photo of a young man, personal details, and colorful stamps.
A young man on a city street looks at a phone with a backpack on his back. Nearby, a sign on a pole shows a compass and a hashtag #ALLHANDSONDECK. He approaches a photo booth on a dock by the water, where he sits inside with water splashing him. He then takes a strip of photos of himself, with the city skyline and boats in the background.