Holland America Line Launches “Refreshingly Free” Campaign to Highlight Unique Caribbean Cruises
In a strategic move to stand out in the competitive cruise industry, Holland America Line has unveiled a new advertising campaign, “Refreshingly Free,” designed to underscore the unique qualities of its Caribbean cruises compared to those offered by mega-ships. The campaign focuses on what travelers will not find aboard Holland America’s vessels, setting a tone of distinction and quality that centers on a more serene cruising experience.
The ads in the “Refreshingly Free” campaign boldly state, “Refreshingly free of bland buffets,” and “Refreshingly free of amusement parks on board,” clearly marking a departure from the norm of large cruise ships that tend to resemble amusement parks rather than luxurious travel experiences.
As Holland America seeks to expand its presence in the Caribbean market, Chief Marketing Officer Kacy Cole emphasizes that the line has built significant brand strength through its Alaska and European sailings but recognizes that they are not the first choice for many potential Caribbean travelers. “I think we’re not top of mind when you think about Caribbean,” Cole noted. “You don’t think about Holland America or, candidly, the typical type of cruising that we do.”
The campaign was developed after conducting research that revealed what guests prioritize during their Caribbean voyages. The leading factor was exceptional service, which aligns with the brand’s commitment to providing a personalized cruising experience. Many surveyed guests expressed dissatisfaction with the itineraries on larger ships, highlighting issues like long lines and inadequate staff-to-guest ratios with such massive capacities.
According to Cole, “They are looking for service and relaxation and cultural enrichment.” This feedback has driven Holland America to refine and promote its offerings in the Caribbean, which focus on curated experiences that allow guests to immerse themselves in local cultures and enjoy attentive service.
In addition to launching the campaign, Holland America Line is offering discounts of up to 40% on select sailings for the upcoming fall and spring seasons. These promotions, termed “Travel By Sea,” are available until the end of July, presenting an excellent opportunity for travelers interested in a refined alternative to the usual cruise experience.
For those planning to explore the beautiful Caribbean islands, Holland America’s focus on quality service, enriching experiences, and a distinct absence of overcrowded entertainment options could be the refreshing alternative they are seeking.
To learn more about the “Refreshingly Free” campaign and Holland America Line’s Caribbean cruises, visit their official website and explore further options for your next getaway.
