Holland America’s New Brand Campaign Asks Cruisers to “Savour the Journey”

Holland America Line has updated its tagline and brand positioning with a new global campaign that asks cruisers to slow down and truly enjoy their travels. The campaign – “Savour the Journey: Experiences with us are too good to hurry through” – reinforces the brand’s commitment to providing experiences that connect travelers to the places they’re visiting, as well as each other.  

Based on extensive consumer research that captured the behaviors and interests of its core and growth segments, rather than just demographics, the updated positioning spotlights key differentiators that set Holland America Line apart.

“We have always believed that the journey is just as important as the destination, and that is what Savour the Journey embodies,” said Kacy Cole, chief marketing officer at Holland America Line. “‘Experiences with us are too good to hurry through’ encapsulates our genuine hospitality, world-class on-board product, cuisine that goes beyond the plate, and leadership in the art of leisurely travel.”

As part of the campaign, four key pillars of differentiation were identified that will resonate with guests who appreciate leisurely travel, regardless of demographics, geography, or family size.

The four pillars are:

• Onboard: The Journey Is as Important as the Destination
• Destinations: Connect to the World and Each Other
• Destination Dining: Local Cuisine that Goes Beyond the Plate
• Service Rooted in Care: a Tradition of Genuine Hospitality 

The rollout of the integrated marketing campaign launches across all channels including a series of new TV commercials, out-of-home placements, and digital ads across a variety of platforms. The ads will roll out with an initial focus on Northern Europe and the Mediterranean before expanding to HAL’s other destinations, including Alaska and the Caribbean.