SEATTLE — Holland America Line is evolving its image with a new brand campaign that introduces a refreshed logo, new advertising campaign and new tag line that invites guests to ‘Savor the Journey’.

The updated blue and white logo is still classic, “but simpler and forward looking”, says the cruise line. The new Savor the Journey tagline appears under the company name.

“‘Savor the Journey’ is all-encompassing and tells the story of today’s Holland America Line cruise experience, from our breadth of destinations to our classic style, gracious service, impeccable cuisine and  onboard entertainment and enrichment programs,” said Orlando Ashford, Holland America Line’s president.

“Our goal is to marry how we present the brand with what motivates our guests to travel today. That theme carries through to the logo, advertising, marketing collateral, partnerships and other enhancements.

“Holland America Line is evolving, and we are certain that travel professionals are taking notice and will appreciate our extensive efforts to drive cruise business,” he added.  “We are committed to the agent community and all advertising directs consumers to contact a travel professional.”

Holland America Line is also introducing new ads (in the U.S.), a first for the cruise line in several years, and new print ads encouraging travellers with taglines like ‘Write the Next Great Chapter in Your Life Story’.