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HOLLAND AMERICA LINE
The Holland America Line account offers a wide range of projects from high-level brand
positioning to tactical international retail print and digital communications. While at DDB I managed all brand, direct response and the agency's share of digital. When I started Wax Exp, we managed all international print and digital, as well as trade advertising and special projects. In addition I helped establish the brands photo style and have served as art director
on major photo shoots as well as photographer on several occasions.
BRAND DEVELOPMENT & MEDIA EXTENSIONS
Develop a brand campaign conceived to refresh the brand for HAL loyalist and appeal
to a younger audience mindset. Media extensions included installations on the street where
people would unexpectedly interact with visuals from the brand campaign through sensors
in the ceiling that detect their approach to the screens.
APP DEVELOPMENT & DESIGN
The Itinerary Insider Series™ app puts at guest’s finger tips, all the information they
need to fully immerse themselves in a particular port of call. So whether they are looking
for a formal land tour, a place to eat or directions to get somewhere on their own.
Mariner magazine is a high quality magazine that is on the par of leading travel magazines
and positions Holland America Line as an expert on world-wide destinations. The main content is
informational with no hard sell. A separate section in the back highlights promoted itineraries.
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WHERE IN OUR WORLD
The Where in our world™ experience places viewfinders in Holland America Line home port cities. The viewfinders
point at decidedly everyday, mundane scenes, peeking the curiosity of passersby to discover what could possibly be so interesting about a brick wall or taxi stand. A person looking into the viewfinder sees a live feed from an iconic
destination that Holland America visits.
INTERNATIONAL DIGITAL DEVELOPMENT
The brand communicates with a variety of audiences through an extensive international digital media buy.
The travel community on Instagram is a natural environment to reach current and potential cruisers.
INTERNATIONAL RETAIL PRINT
Holland America runs retail print and digital media in Europe, Canada and Australia.
WAX has developed a number of refresh template designs and works with the HAL Seattle office
to localize communications to fit the regional style of the different international regions.
NAMING AND MARKS FOR PROMOTIONS
WAX often helps Holland America develop program names and
graphic treatments throughout the year.
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DIRECT MAIL AND BRAND STANDARDS FOR COLLATERAL
Direct mail continues to be a major communication tool for lead generation
and for staying in touch with HAL loyalists.
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HOLLAND AMERICA LINE BRANDED CONTENT