HAL's Dramatic Brand Ad Campaign!

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I received this press release from Holland America and thought it
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Ray
LIGHTHOUSE TRAVEL
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Holland America Line's Dramatic Brand Ad Campaign Launches to Industry
Praise

Consumer Publications See Ad Campaign as an Innovative Glimpse into
Holland America Line's Tradition of Excellence

SEATTLE, Feb. 17
To further capitalize on Holland America Line's undisputed leadership
in the premium cruise category, the cruise line recently launched a
multi-million dollar print advertising campaign that leverages the
company's Tradition of Excellence. With use of dramatic photography,
art direction and copy, the campaign brings to life Holland America
Line's brand positioning. The ads deliver a distinct point of view on
the way Holland America Line delivers the cruise experience in the
classic tradition of ocean voyaging as evidenced by five brand pillars
that are central to the guests' experience: spacious, elegant ships
and accommodations; sophisticated, five-star dining; gracious,
unobtrusive service; extensive enrichment programs and activities; and
compelling worldwide itineraries. The campaign, launched this month,
is receiving high praise from the publications running the ads.
(Photo: http://www.newscom.com/cgi-bin/prnh/20040217/SFTU174 )
"Rarely have I seen such an aesthetically delicious campaign that
captures so well the sensory delights of a cruise experience -- from
the accoutrements of high tea to the aroma stone therapy in the spa,
not to mention the sheer joy of delectable dining," said Lynn W.
Heiler, vice president and publisher of Bon Appetit. "This campaign
whets our readers' appetites for sumptuously appointed travel and
heightens their expectations of the luxury cruise experience."

"Holland America Line's smart new ad campaign illuminates the
innovative measures the cruise industry has been taking to stay ahead
in the travel game," said Ellen Asmodeo, vice president and publisher
of Travel + Leisure. "The reference to Travel + Leisure's World's Best
Award, selected by T+L's discerning readers, is a testament to
excellence. We are proud to showcase Holland America Line's unique
creative within the pages of the world's leading travel magazine."

"Holland America Line's new advertising campaign delivers on the
ultimate promise of travel communications -- it literally transports
you," said David Carey, vice president and publisher of The New
Yorker. "By making clever use of gatefolds within the pages of The New
Yorker, the campaign teases our readers with the set-up page, then
brilliantly pays it off as you open the gatefold. I'm sure that
readers of The New Yorker, as they see the campaign unfold, will ask,
'I wonder what Holland America Line will do next?'"

"From the outset, we were committed to developing a dramatic campaign
that was much more than just advertising," said David A. Giersdorf,
executive vice president of marketing and sales for Holland America
Line. "The resulting work eloquently communicates the spirit of our
comprehensive Signature of Excellence initiative, an unparalleled
investment to further enhance our products and services. It
underscores the fact that Holland America Line tirelessly works to
raise the bar with new standards that deliver on the promise of a
superior premium cruise experience."

The campaign, produced by DDB Seattle, consists of a series of six
gatefold ads, each one focusing on a particular iconic feature that
speaks to a pillar of the brand. The ads use the gatefold to focus on
a micro detail, opening to reveal a larger point of view of the brand
pillar. One execution running this month opens with a close-up on a
striking gold and royal blue plate of exquisite fine bone china
designed by Bulgari and used aboard Holland America Line's fleet. The
line reads, "It could just as easily be hanging on an art gallery
wall." Inside the gatefold the reveal states, "Were it not sitting on
our dining table." This execution highlights Holland America Line's
philosophy that the complete dining experience is as extraordinary as
the food itself.

Another ad leads with a tight image of smooth, black volcanic massage
stones. The headline reads, "There is both a time and place for all
things practical." The reader opens the gatefold and the line
continues, "We are pleased to report this is neither." This execution
capitalizes on Holland America Line's long tradition of gracious,
unobtrusive service and the sophisticated indulgences guests can
experience at the luxurious Greenhouse Spa and Salon.

The ads began running this month in a variety of travel, epicurean,
shelter and lifestyle magazines such as Travel + Leisure, Bon Appetit,
Architectural Digest and The New Yorker. Various executions run
simultaneously, allowing consumers to absorb the "sum of the parts" as
they digest various ads through a variety of publications.

About Signature of Excellence

As the premium cruise leader, Holland America Line is investing $225
million in the Signature of Excellence initiative to provide
unparalleled product and service enhancements to its fleet of
five-star ships. Signature of Excellence will build on Holland America
Line's renowned tradition of excellence by significantly raising the
standard in premium cruising. The comprehensive enhancements will
focus on five areas central to the Holland America Line guest
experience: spacious, elegant ships and accommodations; sophisticated
five-star dining; gracious, unobtrusive service; extensive enrichment
programs and activities; and compelling worldwide itineraries.
Enhancements, and in some cases construction build-outs, have been
started and are expected to be completed by the end of 2006.

About Holland America Line (a division of Carnival Corporation and plc
(NYSE: CCL; CUK)

In 2004, Holland America Line's fleet of 13, five-star, premium ships
will offer nearly 500 sailings from 15 North American home ports,
including new departures from Norfolk, VA; Baltimore, MD; and Boston,
Mass. Recent additions to the fleet include the 1,848-passenger Vista
ships, ms Zuiderdam and ms Oosterdam. In April 2004, the third Vista
sister, ms Westerdam joins the fleet. The fleet will visit all seven
continents in 2004, while increasing the number of cruises to popular
destinations like Alaska (139 cruises scheduled), the Caribbean (191),
Europe (58) and Canada/New England (26).

Holland America Line excels in service, amenities and special
programs. Known for consistent and attentive service, its ships have
one of the highest staff members to guest ratio. Spacious staterooms
average 25 percent larger and verandahs twice as large as those on
other lines' ships. Menus are among the most extensive at-sea. Dining
choices include formal elegance, alternative specialty dining in the
Pacific Northwest-themed Pinnacle Grill, casual fare and complimentary
24-hour room service.

The winner of the 10th consecutive "Best Overall Cruise Value" award
from the World Ocean & Cruise Liner Society (WOCLS), the line offers
the only trip cancellation program in the industry that offers cash
back for canceling for any reason prior to 24 hours before departure.
For more information, consult a professional travel agent.

World's Leading Cruise Lines

The highest-rated premium cruise line in the world in the 2003 Travel
& Leisure magazine "World's Best" Awards, Holland America is a member
of the exclusive World's Leading Cruise Lines alliance, which also
includes Carnival Cruise Lines, Princess Cruises, Cunard Line,
Seabourn Cruise Line, Costa Cruises and Windstar Cruises. Sharing a
passion to please each guest and a commitment to quality and value,
the member lines appeal to a wide range of lifestyles and budgets. The
World's Leading Cruise Lines offer exciting and enriching cruise
vacations to the world's most desirable destinations. Conde Nast
Traveler magazine readers also ranked Holland America Line as the top
premium cruise line in the world in the much-anticipated 2003 Readers'
Choice Awards.