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Holland America Line changing brands?
With Holland America Line launching a new multi-million-dollar advertising campaign next year, does that mean they are changing brands?
“We are not changing our brand; we are changing how we communicate about our brand to reach the youthful mindset of Baby Boomers,” said Richard Meadows, CTC, executive vice president, marketing, sales and guest programs.
He added:
“This is not your father’s or mother’s Holland America Line. Our goal is to reach emerging consumers and rattle their perceptions about what they think our brand is and show them that we are multi-layered and offer experiences that they seek in a premium style.”
The new campaign is a series of eight single-page ads that will run in 2007 and 2008 starting in next January’s issue of Vanity Fair.
Ads feature a hidden ship sailing within a series of pictorial icons. Each icon is paired with a single word such as “Sublime,” “Luminous,” or “Enchanting,”
The campaign is scheduled to run in a variety of consumer publications such as Travel + Leisure, Food & Wine, National Geographic Traveler, House & Garden, Saveur, Smithsonian and Traditional Home.
New publications scheduled for placement include O, The Oprah Magazine, and Real Simple.
Other travel agent collateral and marketing tools will display complementary graphics, messaging and images.
“We are aggressively communicating to consumers as we enter the wave period,” Mr Meadows said.
Report by David Wilkening
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