Holland America to Debut Spots Targeted at Baby Boomers

Holland America Line will launch a multi-million dollar magazine advertising campaign in 2007, which will first appear in the January issue of Vanity Fair, the cruise line said, doubling the number of publications running its ads and increasing frequency by 33 percent over 2006.

HAL said the campaign is meant to provoke target consumers to rethink which cruise line best suits them for a vacation, and to communicate that HAL’s brand might not be what they think it is.

The campaign is scheduled to run in a variety of consumer publications such as Travel+Leisure, Food & Wine, National Geographic Traveler, House & Garden, Saveur, Smithsonian and Traditional Home, HAL said.

In addition, new publications have been added to the premium line’s traditional media placement mix including O, The Oprah Magazine, Vanity Fair, and Real Simple.