Holland America Line: Savouring the Journey Ahead

In the ever-evolving landscape of the cruise industry, Holland America Line has unveiled a new global brand campaign, 'Savour the Journey -- Experiences With Us Are Too Good to Hurry Through.' This strategic move underscores the cruise line's commitment to servicing guests and reinforcing its unique positioning in the market. Let's delve into the key aspects of this campaign and explore how it aligns with the company's historical positioning and strategic objectives.

Aligning with Historical Positioning and Strategic Objectives

Holland America Line's new brand campaign, 'Savour the Journey,' is deeply rooted in the company's historical positioning, emphasizing the art of leisurely travel that only Holland America can provide. The campaign's key strategic objectives include:

1. Differentiation in the market: By highlighting its unique onboard experiences, destinations, culinary excellence, and award-winning service, Holland America Line sets itself apart from other cruise lines.
2. Commitment to servicing guests: The messaging "Experiences with us are too good to hurry through" underscores the cruise line's dedication to providing authentic and memorable experiences for its guests.
3. Future growth: The rebranding initiative positions Holland America Line for future growth by appealing to a broader range of travelers, including younger generations and first-time cruisers, while still catering to its core customer base.
4. Embracing data-driven consumer insights: The updated positioning is based on extensive consumer research that captured the behaviors and interests of the cruise line's core and growth segments, ensuring that the campaign resonates with a wide range of travelers.

Key Pillars of Differentiation

The 'Savour the Journey' campaign highlights four key pillars that resonate with guests who appreciate the art of leisurely travel, regardless of demographics, geography, or family size:

1. Onboard Experiences: Holland America Line's elegant European design, mid-size ships, and cultural programming create unique experiences that make each voyage special. From the orange Party and Royal Dutch Tea to live cooking shows and innovative partnerships, the cruise line elevates the art of cultural connections and leisurely travel.
2. Destinations: With carefully crafted itineraries, more time in port, and select overnight stays, coupled with exclusive The HISTORY channel itineraries and shore excursions, Holland America Line transforms guests into story collectors with new global perspectives and the opportunity to check off bucket-list opportunities.
3. Destination Dining™: The cruise line's robust culinary program and Destination Dining tell the story of the destinations it visits via cuisine. The Global Fresh Fish Program, engaging a global network of 60 ports to source and serve 80 types of fresh fish on board in less than 48 hours, is a standout feature. Additionally, depending on the ship's location, guests can enjoy authentic regional dishes made with locally sourced ingredients, as well as bread and pasta that are made fresh daily.
4. Service Rooted in Care: Award-winning service that stems from the brand's unrivaled, convivial hospitality ensures a personal and genuine hospitality experience for guests. With a high crew-to-guest ratio, bespoke service with attention to detail, and twice-a-day stateroom turndown, Holland America Line makes travel personal and offers a space to unwind, explore, forge new connections, and open the door to different cultures.

Integrated Marketing Campaign

The integrated marketing campaign launches across all channels, including a series of new television commercials, out-of-home placements, and digital ads. The campaign will initially focus on Northern Europe and the Mediterranean before expanding to Holland America Line's other iconic destinations, including Alaska and the Caribbean. By leveraging a multifaceted approach, the cruise line aims to attract new customers while reinforcing its commitment to existing guests.

In conclusion, Holland America Line's new global brand campaign, 'Savour the Journey -- Experiences With Us Are Too Good to Hurry Through,' aligns with the company's historical positioning and strategic objectives. By highlighting its unique onboard experiences, destinations, culinary excellence, and award-winning service, the cruise line sets itself apart in the market and appeals to a wide range of travelers. As the campaign rolls out across various platforms and markets, Holland America Line is poised to continue its growth and solidify its position as a leader in the art of leisurely travel.