Holland America Line Partners with The Bouqs Co. to Celebrate Dutch Heritage at Macy’s Flower Show

Visitors will be transported into an immersive Dutch Tulip Garden experience where thousands of vibrant tulips create undulating waves reminiscent of ocean swells. The Bouqs Co. is providing fresh florals for this year’s show that features both live and dried plants. Holland America Line’s installation pays homage to the brand’s deep Dutch heritage and long-standing maritime traditions.

On Sunday, April 27, visitors to Macy's Herald Square were invited to experience a spectacular floral celebration when the Macy's Flower Show officially opened to the public at 11 a.m. As a special tribute to Holland America Line's 152nd anniversary and Dutch heritage, brand ambassadors distributed 1,000 signature tulips from The Bouqs Co. to visitors outside the store's main entrance. It was a vibrant public celebration bringing together Manhattan flower enthusiasts with Holland America Line's rich maritime traditions.

Holland America Line and The Bouqs Co. collaborated on an activation outside of Macy’s on opening day, bringing the tulips beyond the four walls of the Macy’s store, that further celebrates the tulip.  Leading up to the event, media-based influencers received a flower delivery from The Bouqs Co. and Holland America Line, delivered on the custom branded bikes that Holland America unveiled in its Stroopwafel activation last September that quickly became a cult hit.

“This partnership is a bold expression of how legacy brands can show up in modern, meaningful ways,” said Kacy Cole, chief marketing officer for Holland America Line. “Our strategic, story-driven activation is more than a celebration of our Dutch heritage, it is an immersive experience that invites people to see travel through a more thoughtful lens.”

“We’ve always believed in the power of flowers to spark joy and connection,” said Kim Tobman, CEO of The Bouqs Co. “In partnering with Holland America Line for the Macy’s Flower Show, we’re excited to bring that magic to life in the heart of Manhattan. From surprise bouquet deliveries to 1,000 tulips handed out on opening day, this activation is a celebration of beauty, heritage and the simple happiness a single stem can bring.”

Photos of the Holland America Line and The Bouqs Co. activations, bike deliveries as well as the actual Holland America Line "Tulip Voyage" exhibit can be found here: https://www.cruiseimagelibrary.com/c/wnomdwgg