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 onboard 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 “Savor the Journey” 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, onboard entertainment and enrichment programs,” said Orlando Ashford, Holland America Line’s president. “Our goal was 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.”
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 found on a Holland America Line cruise. From the memorable adventures shore side in ports around the world to the onboard ambiance that encapsulates the brand, viewers become immersed in the Holland America Line experience.
Television ads and radio spots will run through late March in Boston, Massachusetts; Chicago, Illinois; Denver, Colorado; Los Angeles, San Diego and San Francisco, California; New York, New York; Phoenix, Arizona; Portland, Oregon; Seattle, Washington; and Washington, DC. 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.
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