Holland America Unveils ‘Refreshingly Free’ Campaign
Holland America Line has launched a new brand campaign called “Refreshingly Free,” designed to promote a more tranquil Caribbean cruise experience. The campaign distinguishes the line’s offerings from the crowd-heavy, amusement park-style voyages of some competitors by highlighting the simplicity and elegance of sailing on its mid-sized ships. It coincides with a new promotional offer, “Travel by Sea,” which features discounts of up to 40 percent on select cruises.
The “Refreshingly Free” campaign emphasizes what sets Holland America Line apart for travelers seeking a more relaxed and culturally immersive experience at sea. According to Kacy Cole, chief marketing officer for the brand, the campaign reflects the company’s long-standing tradition of delivering meaningful journeys. “For more than 150 years, Holland America Line has elevated travel by sea, and now we’re excited to spotlight what makes our brand so different in the Caribbean,” said Cole. She added that the brand is focused on creating “experiences too good to hurry through,” offering an appealing alternative for guests who want to avoid theme park-style attractions and crowds.
The campaign celebrates key features of the Holland America experience, including the line’s Destination Dining program, its Global Fresh Fish initiative, and the exclusive access to its private Bahamian island, Half Moon Cay. The ships, described as perfectly sized, offer a refined onboard atmosphere that promotes relaxation and connection with the destinations.
The accompanying “Travel by Sea” promotion is available through July 31, 2025, and includes up to 40 percent off cruise-only fares to the Caribbean, Mexico, Panama Canal, and other destinations. Additional incentives include free prepaid crew appreciation, complimentary fares for children, and 50 percent reduced deposits. This limited-time offer is valid on select sailings from fall 2025 through spring 2026.
Travelers can also combine the deal with Holland America’s “Have it All” premium fare, which includes shore excursions, a beverage package, specialty dining, and Wi-Fi, making it a value-rich option for those looking to enhance their cruise experience. With the launch of “Refreshingly Free,” Holland America Line is positioning itself as the go-to cruise brand for travelers who prefer serenity and substance over spectacle.
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