A new global brand campaign by Holland America Line is designed to underscore its differentiation in the market and commitment to passenger service.
The ‘Savour the Journey’ tagline honours HAL’s more than 150-year history while positioning the brand for future growth.
The updated positioning is based on consumer research that captured the behaviour and interests of its core and growth segments, rather than just demographics, according the line.
An integrated marketing campaign across all channels includes new TV adverts, out-of-home placements and digital ads across a variety of platforms.
The adverts will have an initial focus on northern Europe and the Mediterranean before expanding to other destinations, including Alaska and the Caribbean.
The promotion came as HAL extended its wave promotion and added a limited time low deposit offer.
The deadline for the annual sale, called Start Your Journey, was initially set for February 28 but has been pushed back to March 31.
Chief marketing officer Kacy Cole said: “We have always believed that the journey is just as important as the destination, and that is what Savour the Journey embodies.
“’Experiences with us are too good to hurry through’ encapsulates our genuine hospitality, world-class on-board product, cuisine that goes beyond the plate, and leadership in the art of leisurely travel.”