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.
www.hollandamerica.com
