Rendering of Holland America Line's MS Koningsdam

January appears to be the season for cruise lines around the world to refresh their brands with new taglines and marketing campaigns. Holland America Line today became the latest to do so in an effort to “connect with premium cruisers”.

Under the line’s new tagline ‘Savor the Journey’, HAL says it is encouraging guests to “embrace the exhilaration of a Holland America Line cruise, both aboard ship and ashore”. The brand’s marketing team has opted not to break from tradition with a dramatically different logo, opting to keep the familiar blue oval encircling a ship’s hull. The emblem changes are largely cosmetic, taking on slightly modified fonts above the new tagline.

The new branding will be rolled out on all communications and advertising featured worldwide and comes in a year where the line will welcome a new ship in MS Koningsdam, the first in a brand new class of vessel known as the ‘Pinnacle Class’. HAL President Orlando Ashford said the new tagline is “all-encompassing” and reflects the modern HAL experience.

“Our goal is to marry how we present the brand with what motivates our guests to travel today. That theme carries through to the logo, advertising, marketing collateral, partnerships and other enhancements,” Ashford said.

To help the new branding spread into the company’s major markets worldwide, a range of new television commercials will be rolled out, promoting the line on TV for the first time in several years. On top of that, you can expect to see HAL branding in new digital ads across the globe along with email campaigns to approved mailing lists. Print and online commercials will carry a range of taglines including ‘Write the Next Great Chapter in Your Life Story’ and ‘Mediterranean Blues and Delta Blues. On One Cruise‘.

Check out the new television commercial here: