Holland America Line (HAL) is targeting Aussie cruisers with its latest 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 cruisers with a play on Australasian spelling.
Holland America Line Vice President of Sales & Partnerships Australia and New Zealand Ryan Taibel said: “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.”
“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, the 150-year-old cruise line held its first Savour Series event in Sydney yesterday, with event each highlighting a different experience guests can enjoy aboard the Noordam, which first sailed in Australia in 2015.
To showcase pickleball, popular on HAL ships and a booming sport, attendees had the opportunity to watch Aussie pickleball stars ‘Savour the Serve’ in a tournament overlooking Sydney Harbour.
With the close-to-home season running from now until April 2024, HAL has a range of seven to 14-day itineraries along the east coast of Australia and New Zealand.
Find out more at hollandamerica.com
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