Content Section

Holland America Line Launches New Ad Campaign that Promotes Travel’s ‘Power to Change the World’

New multi-media initiative celebrates thetransformational power of travel to inspire shared humanity

Seattle, Wash., Jan. 4, 2017 –Holland America Line is unveiling an integrated communications program thatpromotes travel as a positive force in changing perspectives and inspiringshared humanity. The multimedia campaign invokes travel as having the "Power toChange the World" and will appear in broadcast advertising, social media,web-based media, sales initiatives and marketing collateral materials beginningin early January.This initiative is a creative representation of thebroader "higher purpose" work the company has been focused on during the pastyear.

"Thosewho travel the world better understand the world, and today this kind ofunderstanding and insight is more important than ever," said Orlando Ashford,president, Holland America Line. "I have been speaking over the past year aboutthe transformational power of travel and firmly believe that it opens minds,builds connections and inspires shared humanity."

NewBroadcast Advertising Campaign to Reach Millions

Thenew ads will run as part of a national television commercial campaign, featuringa powerful 60-second TV spot that opens with historical black-and-white scenes ofimmigration, marking the late 19th-century birth of Holland America Line astransport for European emigrants to the Americas in search of a betterlife.

"Thesevoyages changed the world," the ad states, which goes on to say that HollandAmerica Line "is still changing the world" by introducing its guests to peopleand cultures in more than 100 countries. The message concludes with theassertion that travel allows us to "celebrate our differences while discoveringour shared humanity."

"I'minspired by the many letters I receive from guests who write about how theirtravel experiences have profoundly changed their view of the world," Ashfordadded. "I'm privileged to work in an industry that truly has the power tochange perspectives and attitudes."

Inaddition to the 60-second commercial sharing the power of travel, Holland AmericaLine is introducing two new 30-second commercials within the campaign: onefocusing on the special attention Holland America Line puts into its itineraryplanning and port selection and the other communicating the exciting andexclusive music entertainment found aboard a Holland America Line cruise. Thelatter covers Music Walk and exclusive partnerships that include Lincoln CenterStage, in partnership with Lincoln Center for thePerforming Arts, showcasing an ensemble performing chamber music;Billboard Onboard, in partnership with Billboard, presenting 50 years ofchart-topping hits; and the wildly popular B.B. King's Blues Club, featuring the B.B. King All-Star Band — an eight-piece group featuring two vocalists backed by rhythmand horn sections.

Televisionads will run through mid-April in a targeted national cable television campaign.Cable channels will include the American Heroes Channel, Cooking Channel, FoodNetwork, Golf Channel, HGTV, History Channel, HLN, MSNBC, National Geographic,National Geographic Wild, NBC Sports, Smithsonian, Sundance, TBS and TravelChannel. Viewers can look for the commercials during a variety of shows onthese networks.

‘Why We Sail' ThemeCarries Through to Web and Social Media

Theadvertising campaign is supported by a microsite — WhyWeSail.com — that further describes the rewards of globaltravel and guides visitors to descriptions of the cruise line's many immersive,international journeys. Print, digital and social media communications, as wellas other initiatives, will be used to further amplify the message of travelhaving the power to change the world, which Holland America Line will continueto invest in and evolve over the coming years.

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: Commercialscan be viewed at:

"Why We Sail" 60-second spot: # style='font-family: "Arial","sans-serif";'>