Holland America Line Invites Guests to ‘Savor the Journey’ with a New Brand Campaign
Updated logo, new tag line and
advertising campaign aim <?xml:namespace prefix="o" ns="urn:schemas-microsoft-com:office:office"?>
to connect with premium cruisers
Seattle, Wash., Jan. 20, 2016 –
Holland America Line is evolving its image with a new brand campaign that
introduces a refreshed logo, new advertising campaign and new tag line that
invites guests to “Savor the Journey.” The new slogan encourages travelers to
embrace the exhilaration of a Holland America Line cruise, both aboard ship and
ashore.
The
updated blue and white logo is still classic, but simpler and forward looking.
It continues to feature the company’s timeless oval around a Holland America
Line ship, with the bold blue hull that guests associate with the brand
purposefully breaking out of the oval plane. Fonts were updated to be cleaner
and more contemporary and the new “Savor the Journey” tagline appears under the
company name.
“‘Savor
the Journey’ is all-encompassing and tells the story of today’s Holland America
Line cruise experience, from our breadth of destinations to our classic style,
gracious service, impeccable cuisine and onboard entertainment and
enrichment programs,” said Orlando Ashford, Holland America Line’s president.
“Our goal is to marry how we present the brand with what motivates our guests
to travel today. That theme carries through to the logo, advertising, marketing
collateral, partnerships and other enhancements.
“Holland
America Line is evolving, and we are certain that travel professionals are
taking notice and will appreciate our extensive efforts to drive cruise
business,” added Ashford. “We are committed to the agent community and
all advertising directs consumers to contact a travel professional.”
New
Advertising Campaign to Reach More Cruisers
In
addition to the logo and tagline, Holland America Line is introducing new
advertising efforts that include both local-market and national television
commercials — a first for the cruise line in several years. Emphasizing the
company’s classic style and enriching journeys, the integrated campaign also
includes new print ads, radio spots, digital advertising, direct mail and
email.
The
30-second television commercial takes viewers on a visual journey through the
sights and sounds of a Holland America Line cruise. From the memorable
adventures shore side in ports around the world to the elegant onboard ambiance
that the brand is known for, viewers will become immersed in the Holland
America Line experience.
Television
ads and radio spots will run through late March in Boston, Mass.; Chicago,
Ill.; Denver, Colo.; Los Angeles, San Diego and San Francisco, Calif.; New
York, N.Y.; Phoenix, Ariz.; Portland, Ore.; Seattle, Wash.; and Washington,
D.C. Some national television placements and exposure helped kick off the
campaign. Viewers can look for the commercials during a variety of shows
including “Today,” “The Voice,” “The Tonight Show Starring Jimmy Fallon,”
“Saturday Night Live” and “60 Minutes,” as well as during other programming on
networks including HGTV, History, Bravo, Golf Channel, MSNBC, USA Network and
Public Broadcasting Service (PBS).
“We
haven’t had a broadcast campaign to this extent in many years, so it’s exciting
to see the brand taking steps to increase awareness and spread the word that if
you want to see the world in the most enriching way possible, Holland America
Line is the company to take you there,” Ashford added.
The
new print ads encourage travelers with taglines of “Write the Next Great
Chapter in Your Life Story” and use vivid imagery to illustrate “Mediterranean
Blues and Delta Blues. On One Cruise.” Another ad proves that it’s
not impossible to visit “Barcelona and Lincoln Center in One Day” on a
Holland America Line ship.
Readers
will find the new print ads running in leading travel and lifestyle
publications, including AFAR; Bon Appétit; Condé Nast Traveler;
Departures; Food & Wine; O, The Oprah Magazine; Porthole;
Smithsonian; Travel + Leisure and more, as well as top trade
publications.
For
more information about Holland America Line, consult a travel professional,
call 1-877-SAIL HAL (877-724-5425) or visit hollandamerica.com.
Editor’s note: Photos and ads are available here: cruiseimagelibrary.com/c/idxmhyjl.
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YouTube
and the Holland America Blog.
About Holland America Line [a division of Carnival Corporation and
plc (NYSE: CCL and CUK)]
Holland America Line’s fleet of 13 ships offers more than 500
cruises to more than 400 ports in 98 countries, territories or dependencies
around the world. From shorter getaways to 115-day itineraries, the company’s
cruises visit all seven continents with highlights including Antarctica
explorations, South America circumnavigations and exotic Australia/New Zealand
and Asia voyages; four annual Grand Voyages; and popular sailings to the
Caribbean, Alaska, Mexico, Canada/New England, Bermuda, Europe and the Panama Canal.
The line currently has a new 2,650-guest ship, ms Koningsdam, on order
for delivery in April 2016, as well as a second Pinnacle Class ship due for
delivery in November 2018.
The company recently announced $300 million in brand enhancements
to secure its position at the leader in premium cruising. Fleetwide, the ships
feature innovative initiatives and a diverse range of enriching experiences
focused on destination immersion and personalized travel. Guests can expand
their knowledge on board at the Culinary Arts Center, presented by Food &
Wine magazine; Explorations Café, powered by The New York Times; and Digital
Workshop powered by Windows. Outstanding entertainment fills each evening at
venues including Lincoln Center Stage, Billboard Onboard and B.B. King’s Blues
Club. The dining experience can be savored at a variety of restaurants with
menus that feature selections from Holland America Line's esteemed Culinary
Council that comprises world-famous chefs who design dishes exclusively for our
guests.
CONTACT: |
Sally Andrews |
PHONE: |
800-637-5029 |
EMAIL: |