Calling all explorers

DIGITAL | SOCIAL | TV

In a competitive, commoditized cruise industry, differentiation is key.

While many cruise lines have gone the adrenaline route, adding onboard go-karts, roller coasters and water slides, Holland America Line has continued to cater to a more discerning traveler. A traveler who values enriching experiences over amusement park thrills.

We focused on the brand’s core strengths, and audience insights uncovered through research, to position Holland America Line as the cruise line for explorers, foodies and music lovers.

View from the rooftops of a city in Europe

Wide view of Alaska mountains with train running along the mountainside

Travelers, not tourists

With rich destinations and lively, active imagery we evoked the grandeur and excitement of sea travel—the kind of “thrills” that appeal to a more sophisticated traveler.

Print ad with scenes from a cruise to Alaska

Print ad with scenes from a cruise to Asia

Print ad with scenes of food and wine experiences

The Smashing Results

4

Copacino Fujikado’s collective work on the brand helped lead to 4 consecutive years of sales growth

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