Holland America Line previously announced a new brand that is now coming to fruition, amid a frenzy of other cruise line rebranding, as it airs a new TV commercial and the new Koningsdam completes its sea trials ahead of her anticipated launch.
Marketing Campaign
The cruise line is freshening its image with a new minimized logo, “Savor the Journey” motto, and strategic partnerships, all of which we’ve analyzed before, and now the company is appropriately broadening its corresponding marketing campaign ahead of its newest ship introduction.“‘Savor the Journey’ is all-encompassing and tells the story of today’s Holland America Line cruise experience, from our breadth of destinations to our classic style, gracious service, impeccable cuisine and onboard entertainment and enrichment programs,” said Orlando Ashford, Holland America Line’s president. “Our goal is to marry how we present the brand with what motivates our guests to travel today. That theme carries through to the logo, advertising, marketing collateral, partnerships and other enhancements.”
A new 30-second television commercial, hosted at my Popular Cruising YouTube channel below,  conveys the timeless nature of the brand’s ships and destinations, inviting guests to write their own story while along for the ride. The spot will run locally and nationally in metropolitan markets attached to programs such as “Today,” “The Voice,” “The Tonight Show Starring Jimmy Fallon,” “Saturday Night Live” and “60 Minutes.” Some of these placements clearly indicate a younger target demographic while others focus on more traditional markets.“We haven’t had a broadcast campaign to this extent in many years, so it’s exciting to see the brand taking steps to increase awareness and spread the word that if you want to see the world in the most enriching way possible, Holland America Line is the company to take you there,” Ashford added.Pl
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