Holland America Reworks Brochures, Pushes Web

Holland America Line is redesigning its brochures to complement its consumer advertising campaign centering on close-up photographs and evocative headlines. "They are powerful new tools to engage and intrigue consumers, conveying destinations and brand personality," said Richard Meadows, Holland America's executive vice president of marketing, sales and guest programs. The new brochures are also being produced with the environment in mind and will be printed on recycled paper. In addition, Holland America says it is ramping up promotion of its e-brochures to reduce reliance on paper. The e-brochures can be accessed at Holland America's web site, [http://www.hollandamwerica.com]. (DE)

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