NEW YORK CITY — Executives from O, The Oprah Magazine and Holland America Line gathered at the Joseph Theatre in the Hearst Tower in New York City yesterday for the announcement of their exclusive new partnership for Oprah’s 2017 ‘Year of Adventure’.

The two-year brand partnership across all Oprah platforms will feature exclusive programming developed with the magazine’s editors, including Editor-in-Chief Lucy Kaylin and Creative Director Adam Glassman, who also designed a curated collection of travel-friendly fashion.

“This is a partnership that melds perfectly with our vision at Oprah to ‘Live Your Best Life’,” said Jayne Jamison, Senior Vice President, Publisher and Chief Revenue Officer of O, The Oprah Magazine. “Our mission is to change and elevate the lives of the 14 million women who read our magazine and visit our site each month. We encourage our readers to see life as a journey and we use our pages to expand their circle with diverse ideas, people and places,” she said, adding “it sounds just a bit like the mission of Holland America.”

O Magazine Editor-at-Large Gayle King at O, The Oprah Magazine partnership reception

Executives from O, The Oprah Magazine and Holland America Line at the Joseph Theatre in the Hearst Tower in New York City

The magazine will kick off the partnership with a contest in March, awarding three lucky winners the chance to set sail with Oprah Winfrey and O Magazine Editor-at-Large Gayle King, who will be on board the 2,104-passenger Eurodam for part of the inaugural ‘Share the Adventure’ cruise to Alaska, July 15-22. The cruise will embark from Seattle and visit Alaskan ports in Juneau, Sitka and Ketchikan, as well as cruise through Glacier Bay National Park and make a stop in Victoria.

The contest will be followed with a HAL spread in the April issue, with in-book, online and broadcast integrations running throughout 2017 and 2018.

“This is our boldest new story and we are deeply honoured to align ourselves to this organization in a very powerful way,” said Orlando Ashford, President, Holland America Line. The magazine’s readers and Holland America’s guests are at a point in time where they have collected a lot of things and now prefer to collect experiences, he added. “This collaboration is going to empower our guests in a whole new way with thought provoking and enriching experiences.”

“It was the corporate equivalent of falling in love,” said Editor-in-Chief Kalin, who also spoke of the shared philosophies of the two brands.

Oprah Magazine-inspired onboard activities will make their way across more than 300 HAL cruises sailing in North America from August 2017 through 2018 with engaging activities that will ‘bring the magazine to life’. Activities will include meditation, tai chi, healthy cooking demonstrations, an onboard bookclub and more, all designed to help passengers ‘Live Your Best Life’.

The 144-year old cruise company is Oprah’s first cruise line partner. “Oprah wanted to get out of the studio, visit gorgeous places and do things we’ve never done before during this ‘Year of Adventure’,” said King, who also noted that this would provide people with a chance to interact with Oprah in a way they normally don’t get on land. “Oprah is very excited about this collaboration and to visit Alaska; it’s actually on her bucket list.”

Four additional O, The Oprah Magazine ‘Adventure of Your Life’ cruises will showcase special appearances by O editors and members of the ‘SuperSoul 100’, an inspiring group of thought leaders and visionaries selected by Oprah. The cruises are set for the following dates and destinations:

• Nov. 29, 2017: 11-day Southern Caribbean Wayfarer roundtrip from Fort Lauderdale on ms Koningsdam
• March 3, 2018: Seven-day Eastern Caribbean roundtrip from Fort Lauderdale on ms Nieuw Amsterdam
• Aug.11, 2018: Seven-day Alaska roundtrip from Seattle on ms Eurodam
• Oct. 28, 2018: Seven-day Western Caribbean, ms Nieuw Amsterdam

For more information visit hollandamerica.com/OprahMag.