Holland America Line has unveiled its new integrated communications program promoting travel as a positive force in changing perspectives, opening minds, building connections, and inspiring shared humanity.
The campaign invokes travel as having the “Power to Change the World.” The campaign will run on television broadcasts, social media, and online. This initiative is a creative representation of the broader “higher purpose” work the company has been focused on during the past year.
The ads will run as part of a national television commercial campaign with a 60-second spot that opens with black-and-white scenes of immigration, marking the late 19th-century birth of Holland America Line.
“These voyages changed the world,” the ad states, which goes on to say that Holland America Line “is still changing the world” by introducing travelers to people and cultures in over 100 countries. The message concludes with the stating that travel allows people to “celebrate our differences while discovering our shared humanity.”
In addition to the 60-second commercial, Holland America Line introduced two 30-second commercials: one focusing on the special attention Holland America Line puts into its itinerary planning and port selection, and the other communicating the exciting and exclusive music entertainment found aboard a Holland America Line cruise. The latter commercial covers Music Walk and exclusive partnerships with Lincoln Center for the Performing Arts, Billboard, and the B.B. King’s Blues Club.
Television ads will run through mid-April. Cable 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 advertising campaign is supported by a microsite, WhyWeSail.com, which explores the cruise line’s many immersive, international journeys. Print, digital, and social media communications will also be used throughout the campaign.