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Holland America Plans New Ad Campaign for 2007
Holland America Line will launch a new advertising campaign in 2007 designed to provoke target consumers to rethink which cruise line is best suited for a vacation. The multi-million dollar magazine campaign first appears in the January issue of Vanity Fair, arriving in homes the week of December 4, 2006.

"Our new campaign is artfully unexpected and takes an emotional approach to capture the attention of cruisers with vibrant, stunning visuals. These are supported with our signature brand messages," said Richard D. Meadows, CTC, executive vice president, marketing, sales and guest programs. "We are not changing our brand; we are changing how we communicate about our brand to reach the youthful mindset of baby boomers.

"This is not your father's or mother's Holland America Line," added Meadows. "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 campaign is a series of eight single page gatefolds — to run in 2007 and 2008 — meant to engage readers and encourage them to give Holland America Line a second look by interacting with the ad. Each ad features a hidden Holland America Line ship sailing within a series of vivid, pictorial icons. Each icon is paired with a single suggestive word like: "Sublime," "Luminous," or "Enchanting." The executions are simply executed to intrigue people while reaffirming that the Holland America Line brand is a lasting experience, not just a trip. Two of the ads separately feature a pear and pearl as the key visual.

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. In addition, new publications have been added to the premium line's traditional media placement mix, including O, The Oprah Magazine, Vanity Fair and Real Simple.

The 2007 campaign doubles the number of publications running ads and increases frequency by 33 percent over 2006. 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," said Meadows. "Travel sellers can capitalize on our focus by making sure they know and understand our premium product."

Date: 12-12-2006 (d-m-j)Email us your reaction

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