A deep dive into the brand leads to an evolved positioning, a fully integrated campaign, and a big bump in bookings.
Working with Holland America Line’s marketing team, Copacino+Fujikado helped identify the cruise line’s prime audience: mature, sophisticated travelers dubbed “Globetrotting Learners.”
Using our segmentation and trends tools, we created a vivid psychographic profile of the audience.
While maintaining the brand’s classic style and tradition, we updated the logo, tagline, and brand messaging to be more relevant to the Globetrotting Learner.
Advertising spoke directly to the audience’s desire to combine the comforts of a premium cruise with the desire for immersive onshore experiences.
We also captured the brand’s higher purpose—promoting travel as a pathway to greater understanding and tolerance in the world.
The result: a fully integrated campaign (print, TV, radio, digital display, online content, and more) that reinterprets Holland America Line’s 143-year heritage for a 21st-century audience.