Content Section

Holland America Line Invites Guests to ‘Savor the Journey’ with a New Brand Campaign

Updated logo, new tag line andadvertising 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 thatintroduces a refreshed logo, new advertising campaign and new tag line thatinvites guests to “Savor the Journey.” The new slogan encourages travelers toembrace the exhilaration of a Holland America Line cruise, both aboard ship andashore.

Theupdated blue and white logo is still classic, but simpler and forward looking.It continues to feature the company’s timeless oval around a Holland AmericaLine ship, with the bold blue hull that guests associate with the brandpurposefully breaking out of the oval plane. Fonts were updated to be cleanerand more contemporary and the new “Savor the Journey” tagline appears under thecompany name.

“‘Savorthe Journey’ is all-encompassing and tells the story of today’s Holland AmericaLine cruise experience, from our breadth of destinations to our classic style,gracious service, impeccable cuisine and onboard entertainment andenrichment programs,” said Orlando Ashford, Holland America Line’s president.“Our goal is to marry how we present the brand with what motivates our gueststo travel today. That theme carries through to the logo, advertising, marketingcollateral, partnerships and other enhancements.

“HollandAmerica Line is evolving, and we are certain that travel professionals aretaking notice and will appreciate our extensive efforts to drive cruisebusiness,” added Ashford. “We are committed to the agent community andall advertising directs consumers to contact a travel professional.”

NewAdvertising Campaign to Reach More Cruisers

Inaddition to the logo and tagline, Holland America Line is introducing newadvertising efforts that include both local-market and national televisioncommercials — a first for the cruise line in several years. Emphasizing thecompany’s classic style and enriching journeys, the integrated campaign alsoincludes new print ads, radio spots, digital advertising, direct mail andemail.

The30-second television commercial takes viewers on a visual journey through thesights and sounds of a Holland America Line cruise. From the memorableadventures shore side in ports around the world to the elegant onboard ambiancethat the brand is known for, viewers will become immersed in the HollandAmerica Line experience.

Televisionads and radio spots will run through late March in Boston, Mass.; Chicago,Ill.; Denver, Colo.; Los Angeles, San Diego and San Francisco, Calif.; NewYork, N.Y.; Phoenix, Ariz.; Portland, Ore.; Seattle, Wash.; and Washington,D.C. Some national television placements and exposure helped kick off thecampaign. Viewers can look for the commercials during a variety of showsincluding “Today,” “The Voice,” “The Tonight Show Starring Jimmy Fallon,”“Saturday Night Live” and “60 Minutes,” as well as during other programming onnetworks including HGTV, History, Bravo, Golf Channel, MSNBC, USA Network andPublic Broadcasting Service (PBS).

“Wehaven’t had a broadcast campaign to this extent in many years, so it’s excitingto see the brand taking steps to increase awareness and spread the word that ifyou want to see the world in the most enriching way possible, Holland AmericaLine is the company to take you there,” Ashford added.

Thenew print ads encourage travelers with taglines of “Write the Next GreatChapter in Your Life Story” and use vivid imagery to illustrate “MediterraneanBlues and Delta Blues. On One Cruise.” Another ad proves that it’snot impossible to visit “Barcelona and Lincoln Center in One Day” on aHolland America Line ship.

Readerswill find the new print ads running in leading travel and lifestylepublications, including AFAR; Bon Appétit; Condé Nast Traveler;Departures; Food & Wine; O, The Oprah Magazine; Porthole;Smithsonian; Travel + Leisure and more, as well as top tradepublications.

Formore 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.

— # # # —

Follow and share with Holland America Line on Twitter, Facebook, Instagram, Pinterest,YouTubeand the Holland America Blog.

About Holland America Line [a division of Carnival Corporation andplc (NYSE: CCL and CUK)]

Holland America Line’s fleet of 13 ships offers more than 500cruises to more than 400 ports in 98 countries, territories or dependenciesaround the world. From shorter getaways to 115-day itineraries, the company’scruises visit all seven continents with highlights including Antarcticaexplorations, South America circumnavigations and exotic Australia/New Zealandand Asia voyages; four annual Grand Voyages; and popular sailings to theCaribbean, Alaska, Mexico, Canada/New England, Bermuda, Europe and the Panama Canal.The line currently has a new 2,650-guest ship, ms Koningsdam, on orderfor delivery in April 2016, as well as a second Pinnacle Class ship due fordelivery in November 2018.

The company recently announced $300 million in brand enhancementsto secure its position at the leader in premium cruising. Fleetwide, the shipsfeature innovative initiatives and a diverse range of enriching experiencesfocused on destination immersion and personalized travel. Guests can expandtheir knowledge on board at the Culinary Arts Center, presented by Food &Wine magazine; Explorations Café, powered by The New York Times; and DigitalWorkshop powered by Windows. Outstanding entertainment fills each evening atvenues including Lincoln Center Stage, Billboard Onboard and B.B. King’s BluesClub. The dining experience can be savored at a variety of restaurants withmenus that feature selections from Holland America Line's esteemed CulinaryCouncil that comprises world-famous chefs who design dishes exclusively for ourguests.

Kaleidoscope powered