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Holland America’s World Cruise is its longest and most expensive, with fares as much as $100,000 per couple for the 99-day passage.
Because the cruise caters to a highly elite audience, this mailing focuses on its exclusivity. Passengers don’t take this cruise as a vacation to see the world (they’ve already seen much of it), but to see old friends and meet new ones in an exclusive environment. From the Captain, this letter communicates the grandeur of the experience.
To be sure the mailing received attention, it was printed in the United States, shipped to the Netherlands (to tie in with Holland America Line’s Dutch tradition) and mailed back into the U.S. via airmail. The international look and postage make it inviting to open.
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