PORTFOLIO

Client: Holland America Line

Project: Direct Mail

Overview: 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.

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Because the cruise caters to an elite audience of experienced cruisers, this mailing focuses more on exclusivity than on destinations. This package centers around a letter from the Captain of the ss Rotterdam, who positions the cruise as an exclusive event not to be missed. To assure that customers noticed the envelope, the mailing was sent from the Netherlands, an excellent tie-in to the company's Dutch tradition.

"Providing complex technology content for a quick turn project, Richard was able to grasp the messaging and turn it into an interesting story ... on the first shot!"

Norman St. Jules
Creative Director
Babcock & Jenkins

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