How do you make a travel brand in the cruise industry stand out from the crowded field of bigger ships, more amenities, and celebrity chefs?
In our new campaign for Holland America Line, we strategically positioned Holland as the cruise line for guests seeking authentic local experiences in destinations around the Caribbean. We identified trending locations and set out to discover the best local experts in each to highlight Local Ambassadors - experts on what makes the Caribbean a microcosm of the world in one beautiful blue sea. We interviewed a variety of locals in each location to get perspective on all the must do, see, and eat locations around islands - making sure when you travel with us there’s no Yelp guesswork needed!
We shot our films with a cultural mindset, as we wanted to deliver authentic, real stories. The resulting films were featured on Facebook, Instagram, YouTube, digital media and HollandAmerica.com. Our long-term goal is to change the way guests think about Holland America and their cruising experience, increasing the attractiveness and relevance to new, younger travelers seeking real cultural experiences in exotic destinations.