The Client
Holland America Line was founded in 1873 as the Dutch-America Steamship Company, a shipping and passenger line. Headquartered in Rotterdam and providing service to the Americas, it became known as Holland America Line. HAL is now headquartered in Seattle, Washington, U.S. In 1989, HAL became a wholly owned subsidiary of Carnival Corp., the worlds’ largest cruise line. The company operates 15 ships to 7 continents and carries nearly 700,000 cruise passengers a year
The Challenge
Drive interest in and bookings for cruises to Alaska (no specific deadline).
Results
- Nearly $1,000,000 in revenue generated by campaign
- Average booking revenue met campaign goal
- Campaign ROI: $9.97
Creative
Solution Overview
This campaign was designed to provide a large volume of cruise passengers to fill HAL ships on the Alaskan itinerary. Applying principals of best practice toward marketing to the target audience, specifically Baby Boomers & Seniors, our solution involved highlighting several aspects of key importance to this demographic. Creating an emotional connection to the concept of an Alaskan cruise was a focus of the campaign as was enticing the imagination and conveying a sense of connectedness. Creative imagery used in campaign execution resonated all of these concepts.
