In its new marketing campaign, Holland America Line is taking a unique approach to differentiation by highlighting the qualities it doesn’t possess.

The promotion plan is focused on the Caribbean and aims to highlight the company’s product, which is based on relaxed premium experiences onboard mid-sized cruise ships.

Launched earlier this month, the “Refreshingly Free” campaign was based on research and customer feedback, the company’s Chief Marketing Officer, Kacy Cole, explained.

“As we start to go to market and think about how we want to communicate to guests, we really discovered an opportunity,” she said during a press conference.

“We found that there are a lot of travelers who look at Caribbean cruising and don’t really want the amusement park-like experience,” she continued.

“T

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