Holland America Line has kicked off its close-to-home season with the launch of its Australian brand campaign, ‘All That’s Missing is U’, reinvigorating the brand in the local market, and bringing “U”, the traveller, along for the journey.
The ‘All That’s Missing is U’ campaign calls out the missing ‘U’ in the brand’s tagline, Savor the Journey, appealing to local travellers to do just that with Holland America Line.
“Holland America is back to sailing in Australia, and we want to lean into the human need to be at the centre of the cruising experience – to make sure our guests know they are a part of the journey,” says Ryan Taibel, Vice President of Sales and Partnerships Australia and New Zealand at Holland America Line.
“But there’s just one thing that’s missing for our local guests. Our slogan is ‘Savor the Journey’, and while that’s important to us, we seem to have left out something relevant to our guests in Australia and New Zealand – the letter U,” Taibel continued. “By bringing back the letter U, we’re not only localising our tagline, but we’re demonstrating that all that’s missing from our cruise experience is U, the traveller.”
To bring the campaign to life, Holland America Line held the first event in its ‘Savour Series’ – a series of unique events, each highlighting a different element of the experience guests can enjoy aboard the Noordam. To showcase pickleball, an activity popular on Holland America Line ships and a booming sport in Australia, attendees had the opportunity to watch Aussie pickleball stars ‘Savour the Serve’ in a tournament overlooking the iconic Sydney harbour. In Australia, the sport has surged from virtually unknown five years ago to a boom sport, growing 20 per cent a year, according to the Pickleball Australia Association.
With the close-to-home season running from now until April 2024, travellers can choose from a range of enticing seven to 14-day itineraries along the east coast of Australia and New Zealand, crossing the Trans-Tasman Sea.
“At Holland America Line, we pride ourselves on our perfectly sized ships – that allow our guests more room to move without sacrificing amenities – our attentive service, modern hallmarks mixed with old-world charm and tradition, and our highly engaging itineraries that take us to the edges of the globe, like Alaska where we are number one in wildlife and wilderness tours,” Taibel added.
“As we raise the curtain on our close-to-home season, we’re excited to unveil a range of enticing itineraries for our Aussie travellers, and further strengthen our brand awareness in Australia through The Savour Series.”
Exploring the world for 150 years, Holland America Line provides crafted itineraries, extraordinary service and genuine connections to each destination. Offering an ideal mid-sized ship experience, its fleet visits nearly 400 ports in 114 countries around the world and has shared the thrill of Alaska for 75 years — longer than any other cruise line.
