HAL backs trade with new UK brand push

Holland America Line claims to be “ideally positioned” to back the trade with a new UK brand push.

A revitalised tagline and positioning of the line comes with the unveiling of a new brand campaign designed to underscore its differentiation in the market.

The ‘Savour the Journey’ message covers the onboard experience, destinations, local cuisine and hospitality.

UK & Ireland associate vice president, sales and marketing, Karen Farndell, said: "The Savour the Journey brand campaign provides agents with further clarity and confidence in our brand positioning within the UK market. 

“It follows the success of the recent ‘Supercruising: Life at Sea’ docuseries on Channel 4, which perfectly highlighted the wealth of offerings guests can enjoy with us.  

“We are now ideally positioned to help the trade inspire guests with the kinds of memorable experiences that only Holland America Line can provide.”

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. 

“From partnering with iconic brands such as Taittinger, to enhanced sailaway parties and hosting culinary ambassadors onboard our grand voyages, we’re creating experiences too good to hurry. 

“We’re confident these experiences reflect what UK guests want, with elements on board and ashore that truly set us apart."