Seattle, October 30, 2007 Ã¢â‚¬â€œ Holland America Line has launched a new contemporary design for its 2009 cruise brochures, beginning with the South America and Antarctica and Grand Voyages brochures released at the end of October. Simultaneously, the line is increasing promotion of its electronic brochures available on its Web site at www.hollandamerica.com.
The new brochures complement the current, highly successful consumer advertising campaign, delivering messaging and brand identity thorough spectacular close-up, tightly cropped photographs and short, evocative headlines. To enhance readability, new fonts were selected and the graphic design emphasizes white space.
Ã¢â‚¬Å“These brochures use artful elegance to reinforce our cruise brand and style,Ã¢â‚¬Â said Richard D. Meadows, CTC, executive vice president, marketing, sales and guest programs. Ã¢â‚¬Å“They are powerful new tools to engage and intrigue consumers, conveying destinations and brand personality through magnificent photographs and inspiring copy.Ã¢â‚¬Â
The new brochures also are printed on paper stock made from 10 percent post-consumer recycled paper.
Ã¢â‚¬Å“Since printing brochures is a major part of our marketing program, we realize the significant impact that a simple change in this area can make,Ã¢â‚¬Â said Meadows.
In a related move, Holland America Line also has ramped up promotion and utilization of its e-brochures Ã¢â‚¬â€ electronic versions of the print material Ã¢â‚¬â€ to reduce its reliance on printed brochures. All company brochures are available on-line at www.hollandamerica.com, where they can be viewed and forwarded by guests and travel agents.
On the Web site, visitors will find interactive digital versions of the new hard-copy brochures with the same vivid imagery, but with the added bonus of clickable links to maps, videos, deck plans and virtual tours of public rooms, staterooms and destinations. Travel agents can access simple instructions on how to forward an e-brochure to up to 10 recipients at a time at www.travelagentheadquarters.com.