Holland America Line
Holland America Line Leverages Microsoft Tags to Create an Engaging Smartphone Video Experience with Social Sharing Features

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Seattle, Wash., March 16, 2011 — Holland America Line has launched an innovative new marketing campaign that incorporates Microsoft Tag 2D bar code technology to connect its print advertising to more information about cruise options and onboard amenities via a web-based interactive experience. The smartphone campaign is designed to encourage consumer engagement and social sharing of Holland America brand content.

“Leveraging Microsoft’s Tag technology is a new way to engage potential cruisers in an interactive video experience that brings the Holland America Line brand to life,” said Richard D. Meadows, CTC, executive vice president, marketing, sales and guest programs. “The ability to connect printed materials to a more captivating digital experience that can be easily shared adds a new dimension to our marketing efforts.”

Tags will appear in Holland America Line consumer magazine advertisements and consumer brochures. When scanned by a smartphone using the Microsoft Tag Reader (a free download at www.gettag.mobi), the Tag will open a mobile site containing video and interactive content delivered in a simple interface designed for easy sharing. Tag Reader is a free phone app, not an online app and accesses the Internet via the phone's data plan, so normal charges apply.

The desktop version of the experience is delivered via a Facebook Page that behaves like a website with links to specific content being shared. The content and user interface are designed to encourage sharing and include a series of mobile-optimized videos and a mobile gallery displaying art collections aboard Holland America Line ships.

The Microsoft Tag Reader supports Android, Blackberry, iPhone, Java 2 Micro Edition, Symbian S60, Windows Mobile and Windows Phone 7 smartphones.

The Tags will appear in consumer print advertising in publications including Food & Wine, The New York Times Magazine and Travel + Leisure. Tags also will appear in branded materials, product brochures and in Mariner Magazine, Holland America Line’s quarterly loyalty magazine.

The campaign was conceived and developed by Seattle-based Hey, a brand content and advertising agency, and 8ninths, a creative technology firm.

For a cruise brochure or for more information on Holland America Line, consult a professional travel agent, call 1-800-522-3399 or visit www.hollandamerica.com

- www.hollandamerica.com -

Find Holland America Line on Twitter, Facebook and the Holland America Blog. Access all social media outlets via the Online Communities quick link on the home page at www.hollandamerica.com.

About Holland America Line [a division of Carnival Corporation and plc (NYSE: CCL and CUK)]
Holland America Line’s fleet of 15 ships offers more than 500 cruises to 350 ports in more than 100 countries, territories or dependencies. Two- to 110-day itineraries visit all seven continents and highlights include Antarctica, South America, Australia/New Zealand and Asia voyages; a Grand World Voyage; and popular sailings to ports in the Caribbean, Bermuda, Alaska, Mexico, Canada/New England, Europe and Panama Canal.

Fleetwide, the company features Signature of Excellence enhancements, a commitment totaling more than $525 million, that showcase the Culinary Arts Center presented by Food & Wine magazine — a state-of-the-art onboard show kitchen where more than 60 celebrated guest chefs and culinary experts provide cooking demonstrations and classes — Explorations Café powered by The New York Times, Digital Workshop powered by Windows, teens-only activity areas and all new stateroom amenities highlighted by flat-panel TVs and plush Euro-top Mariner’s Dream Beds.

Worlds Leading Cruise Lines
Holland America Line is a proud member of World's Leading Cruise Lines. Our exclusive alliance also includes Carnival Cruise Lines, Cunard Line, Princess Cruises, Costa Cruises and The Yachts of Seabourn. Sharing a passion to please each guest and a commitment to quality and value, World’s Leading Cruise Lines inspires people to discover their best vacation experience. Together, we offer a variety of exciting and enriching cruise vacations to the world's most desirable destinations. Visit us at www.worldsleadingcruiselines.com.