Holland America Line is launching a new marketing campaign for its Caribbean cruises that focuses on differentiation.

In a press release, the company said that it’s “celebrated for award-winning service, world-class dining, exceptional itineraries and perfectly sized ships.”

The “Refreshingly Free” campaign is reportedly focusing on the unexpected: the qualities that Holland America doesn’t possess.

“Refreshingly Free” highlights what the cruise line has never been in the Caribbean: oversized ships, amusement parks at sea, bland buffets, as well as overcrowded beaches and decks.

“Instead, guests enjoy the art of leisurely travel that enables them to relax and connect to the world and each other on a fleet of perfectly sized ships,” Holland America said.

In addition to the campaign, th

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