Holland America Line has rolled out a brand campaign called "Savour the Journey: Experiences with us are too good to hurry through." HAL says the campaign "reinforces the brand's dedication to the art of leisurely travel with exceptional voyages designed to connect travelers to the world and each other."
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." Holland America Line said the message is intended to "resonate with guests who appreciate the art of leisurely travel, regardless of demographics, geography or family size."
The marketing campaign encompasses a new series of TV commercials, out-of-home advertising and digital ads. The ads will have an initial focus on Northern Europe and the Mediterranean before expanding to Alaska and the Caribbean.