Emphasizing HAL's classic style and enriching journeys while showing the brand is evolving, the integrated campaign also includes new print ads, radio spots, digital advertising, direct mail and email.
'Holland America Line is evolving, and we are certain that travel professionals are taking notice and will appreciate our extensive efforts to drive cruise business,' president Orlando Ashford said. 'We are committed to the agent community and all advertising directs consumers to contact a travel professional.'
The 30-second television commercial conveys the sights and sounds of a Holland America cruise, from the memorable adventures in ports around the world to the elegant on-board ambiance.
Television ads and radio spots will run through late March in Boston, Chicago, Denver, Los Angeles, San Diego, San Francisco, New York City, Phoenix, Portland (Oregon), Seattle and Washington, DC. Some national television placements and exposure helped kick off the campaign. The commercials will appear on such shows as 'TODAY,' 'The Voice,' 'The Tonight Show Starring Jimmy Fallon,' 'Saturday Night Live' and '60 Minutes,' as well as during other programming on networks like HGTV, History, Bravo, Golf Channel, MSNBC, USA Network and 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 said.
The new print ads encourage travelers to '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 shows it's possible to visit 'Barcelona and Lincoln Center in One Day' on a HAL ship.
The ads are running in travel and lifestyle publications including AFAR, Bon Appétit, Condé Nast Traveler, Departures, Food & Wine; O, The Oprah Magazine; Porthole, Smithsonian and Travel + Leisure, and in top trade publications.
Ashford announced the 'Savor the Journey' branding in late October when unveiling a series of product initiatives and brand partnerships.