Holland America
Beyond the Shore
How does a cruise line stand out — when everyone else is shouting about bigger ships, flashier amenities, and celebrity chefs?
In a crowded category obsessed with spectacle, Holland America saw an opportunity:
Stand for something different.
Something deeper.
We repositioned Holland as the cruise line for curious travelers — guests seeking real connection with the places they visit, not just another piña colada on deck.
Travel Deeper: Meet the Local Ambassadors
We launched Beyond the Shore: a content-driven campaign built around authentic local voices.
Across the Caribbean, we found and featured Local Ambassadors — real experts, makers, and storytellers — who shared insider knowledge on what to see, taste, and experience.
No filters. No tourist traps. No guesswork.
Shot with a cultural documentary mindset, the campaign captured the soul of the islands through the eyes of the people who know them best.
The Results
Beyond the Shore rolled out across Facebook, Instagram, YouTube, digital media, and HollandAmerica.com — inviting a new generation of travelers to experience cruising differently.
Holland America started changing the conversation — from "big ships and buffets" to "authentic journeys and insider experiences."
A new kind of traveler took notice.
And an iconic brand began to evolve beyond expectation.
