HAL Unveils New Brochures

Brochures boast a fresh design for 2009

By: Marissa Tinloy

Beginning with its South America, Antarctica and Grand Voyages brochures released at the end of October, Holland America Line has launched a fresh design for its 2009 cruise brochures. At the same time, the line has improved and increased promotion of its electronic brochures, available on the company’s Web site.

“These brochures use artful elegance to reinforce our cruise brand and style,” said Richard D. Meadows, CTC, executive vice president, marketing, sales and guest programs. “They are powerful new tools to engage and intrigue consumers, conveying destinations and brand personality through magnificent photographs and inspiring copy.”

Holland America, a division of Carnival Corporation and purveyor of nearly 500 cruises with a fleet of 13 ships, view these brochures as an opportunity to enhance readability and complement the successful consumer advertising campaign. The new brochures use close-up, tightly cropped photographs and short headlines, in conjunction with new font and graphic design that emphasize white space.

In what Meadows cites as a “simple change that can make a significant impact,” the new brochures are printed on 10 percent post-consumer recycled paper. Likewise, Holland America is encouraging the utilization of its e-brochures, which can be viewed on their Web site. The electronic versions of the print material also include interactive digital imagery and clickable maps, videos and virtual tours.

Travel agents can find instructions to forward an e-brochure to up to 10 recipients at a time at www.travelagentheadquarters.com.