Holland America Line has launched a new global brand campaign, introducing the tagline “Savour the Journey: Experiences with us are too good to hurry through.”

The campaign highlights the brand’s focus on leisurely travel and exceptional voyages, emphasizing its commitment to guest service and its 150+ year legacy. The new positioning stems from extensive consumer research, aiming to distinguish the cruise line through its destinations, onboard experiences and culinary offerings. It targets travelers who seek to enjoy every moment of their journey, setting the cruise line apart in a competitive market.

“We have always believed that the journey is just as important as the destination, and that is what Savour the Journey embodies,” said Kacy Cole, chief marketing officer at Holland America Line. “‘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.”

 The key pillars of differentiation were crafted to resonate with guests who appreciate the art of leisurely travel, regardless of demographics, geography or family size.

 Holland America Line’s new brand campaign emphasizes four key differentiators, including.

• Onboard Experiences: Mid-size ships with European design allow access to ports unavailable to larger vessels. Programming includes the Orange Party, Royal Dutch Tea, live cooking shows and cultural presentations.
• Destinations: Extended port stays, overnight visits and exclusive itineraries with The HISTORY Channel provide in-depth travel experiences.
• Culinary Program: The Global Fresh Fish Program sources 80 types of fish from 60 ports, with dishes made from locally sourced ingredients.
• Service: A high crew-to-guest ratio ensures personalized service, including twice-daily turndown.

The integrated marketing campaign will launch across multiple channels, including new television commercials, out-of-home placements and digital ads. Initially focused on Northern Europe and the Mediterranean, the campaign will later expand to other key destinations, including Alaska and the Caribbean.