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Holland America has revealed a new advertising campaign that promotes travel as a positive force in changing people’s perspectives, and inspiring shared humanity. The multimedia campaign invokes travel as having the “Power to Change the World,” and will appear in broadcast advertising, social media, web-based media, sales initiatives, and marketing materials beginning this month.
The new ads will run as part of a national TV campaign, featuring a 60-second spot that opens with historical black-and-white scenes of immigration, marking the 19th-century birth of Holland America as transport for European emigrants to the Americas in search of a better life.
In addition, the line is introducing two 30-second spots as well, one focusing on the special attention Holland America puts into their itinerary planning and port selection. The other covers Music Walk and the line’s exclusive musical partnerships for onboard entertainment that won’t disappoint.
Web and Social Media
The campaign is supported by a microsite – whywesail.com – that describes the rewards of global travel and gives visitors a look at the line’s many international itineraries. Print, digital, and social media communications will be used to further amplify the message of travel being able to change the world, which Holland America will continue to invest in and evolve over the coming years.