HAL campaign promotes travel's 'power to change the world'

Orlando Ashford over the past year has been speaking about the transformational power of travel Orlando Ashford over the past year has been speaking about the transformational power of travel

Holland America Line's new integrated communications program promotes travel as a positive force in changing perspectives and inspiring shared humanity.

The multimedia campaign invokes travel as having the 'power to change the world' and will appear in broadcast advertising, social media, web-based media, sales initiatives and marketing collateral materials starting early this month.

'Those who travel the world better understand the world, and today this kind of understanding and insight is more important than ever,' HAL president Orlando Ashford said. Over the past year he's been speaking about the transformational power of travel and how it 'opens minds, builds connections and inspires shared humanity.'

The new ads will run as part of a national television commercial campaign, featuring a 60-second TV spot that opens with historical black-and-white scenes of immigration, marking the late 19th-century birth of Holland America Line as transport for European emigrants to the Americas in search of a better life.

'These voyages changed the world,' the ad states, then goes on to say that HAL is still changing the world by introducing its travelers to people and cultures in more than 100 countries. The message concludes with the assertion that travel allows us to 'celebrate our differences while discovering our shared humanity.'

In addition, two new 30-second commercials within the campaign focus on specific elements—the special attention HAL puts into its itinerary planning and port selection, and the entertainment embodied in Koningsdam's Music Walk and the line's exclusive musical partnerships. These include Lincoln Center Stage, in partnership with Lincoln Center for the Performing Arts, showcasing an ensemble performing chamber music; Billboard Onboard, in partnership with Billboard, presenting 50 years of chart-topping hits; and B.B. King’s Blues Club, featuring the B.B. King All-Star Band.

TV ads will run through mid-April in a targeted national cable television campaign. Channels will include the American Heroes Channel, Cooking Channel, Food Network, Golf Channel, HGTV, History Channel, HLN, MSNBC, National Geographic, National Geographic Wild, NBC Sports, Smithsonian, Sundance, TBS and Travel Channel.

The campaign is supported by a microsite, WhyWeSail.com, that further describes the rewards of global travel and guides visitors to HAL's immersive, international journeys. Print, digital and social media communications, as well as other initiatives, will be used to further amplify the message of travel having the power to change the world.

Posted 05 January 2017

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Anne Kalosh

Editor, Seatrade Cruise News & Senior Associate Editor Seatrade Cruise Review