Holland America Line is evolving its image with a new brand campaign that introduces a refreshed logo, new advertising campaign and new tag line that invites guests to “Savor the Journey,” said the company in a statement.

The updated blue and white logo is still classic, but simpler and forward looking, according to a press release.

“‘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.

“Holland America Line is evolving, and we are certain that travel professionals are taking notice and will appreciate our extensive efforts to drive cruise business,” added Ashford.  “We are committed to the agent community and all advertising directs consumers to contact a travel professional.”

In addition to the logo and tagline, Holland America Line is introducing new advertising efforts that include both local-market and national television commercials — a first for the cruise line in several years.

The 30-second television commercial takes viewers on a visual journey through the sights and sounds of a Holland America Line cruise. From the memorable adventures shore side in ports around the world to the elegant onboard ambiance that the brand is known for, viewers will become immersed in the Holland America Line experience. 

Television ads and radio spots will run through late March in Boston, Mass.; Chicago, Ill.; Denver, Colo.; Los Angeles, San Diego and San Francisco, Calif.; New York, N.Y.; Phoenix, Ariz.; Portland, Ore.; Seattle, Wash.; and Washington, D.C.  Some national television placements and exposure helped kick off the campaign. Viewers can look for the commercials during a variety of shows including “Today,” “The Voice,” “The Tonight Show Starring Jimmy Fallon,” “Saturday Night Live” and “60 Minutes,” as well as during other programming on networks including HGTV, History, Bravo, Golf Channel, MSNBC, USA Network and Public Broadcasting Service (PBS).

“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.