Holland America Line has announced a new brand campaign that introduces a refreshed logo, new advertising campaign and new tag line that invites guests to “Savor the Journey.”
The updated blue and white logo has been revised to maintain a classic style while being simpler and forward looking, the cruise line said. It continues to have the company's 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.
New Advertising Campaign
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. 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 memorable adventures shore side to elegant onboard ambiance.
Television ads and radio spots will run through late March in Boston, MA; Chicago, IL; Denver, CO; Los Angeles, San Diego and San Francisco, CA; New York, NY; Phoenix, AZ; Portland, OR; Seattle, WA; and Washington, DC. Some national television placements and exposure helped kick off the campaign. Viewers can look for the commercials during a variety of shows including “Today,” “The Voice,” “The Tonight Show Starring Jimmy Fallon,” “Saturday Night Live” and “60 Minutes,” as well as during other programming on networks including HGTV, History, Bravo, Golf Channel, MSNBC, USA Network and Public Broadcasting Service (PBS).
The new print ads encourage travelers with taglines of “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 proves that it’s not impossible to visit “Barcelona and Lincoln Center in One Day” on a Holland America Line ship.
Readers will find the new print ads running in leading travel and lifestyle publications, including AFAR; Bon Appétit; Condé Nast Traveler; Departures; Food & Wine; O, The Oprah Magazine; Porthole; Smithsonian; Travel + Leisure and more, as well as top trade publications.