Holland America Line is evolving its image with a new brand campaign that introduces a refreshed logo, new advertising campaign and new tag line that invites guests to “Savor the Journey.” The new slogan encourages travelers to embrace the exhilaration of a Holland America Line cruise, both aboard ship and ashore.
The updated blue and white logo is still classic, but simpler and forward looking. It continues to feature the company’s timeless oval around a Holland America Line ship, with the bold blue hull that guests associate with the brand purposefully breaking out of the oval plane. Fonts were updated to be cleaner and more contemporary and the new “Savor the Journey” tagline appears under the company name.
Orlando Ashford, Holland America Line’s president said:
“Savor the Journey’ is all-encompassing and tells the story of today’s Holland America Line cruise experience, from our breadth of destinations to our classic style, gracious service, impeccable cuisine and onboard entertainment and enrichment programs. Our goal is to marry how we present the brand with what motivates our guests to travel today. That theme carries through to the logo, advertising, marketing collateral, partnerships and other enhancements.”
“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,” added Ashford. “We are committed to the agent community and all advertising directs consumers to contact a travel professional.”
New Advertising Campaign to Reach More Cruisers
In addition to the logo and tagline, Holland America Line is introducing new advertising efforts that include both local-market and national television commercials — a first for the cruise line in several years. Emphasizing the company’s classic style and enriching journeys, the integrated campaign also includes new print ads, radio spots, digital advertising, direct mail and email.
The 30-second television commercial takes viewers on a visual journey through the sights and sounds of a Holland America Line cruise. From the memorable adventures shore side in ports around the world to the elegant onboard ambiance that the brand is known for, viewers will become immersed in the Holland America Line experience.