Holland America Line has launched a new multi-million dollar cable television advertising campaign designed to reach more than 80 million viewers.
The campaign consists of two commercials featuring HAL's Alaska cruises and two highlighting Caribbean cruises. These will be aired nationally during 1990 on 11 cable networks along with some spot television in selected markets. Cable networks airing the commercials include: Cable News Network (CNN), USA, Arts & Entertainment, and Discovery.
A spokesperson would not disclose the amount of the television budget but said that "HAL does not split its advertising budget among different mediums."
Coinciding with the cable campaign, HAL is also offering travel agents a new set of "agent-ready" television commercials that enable agents to create their own television ads.
Three separate commercials are available to agents free of charge; agents then can customize them by working with a local television station and inserting their own promotional message. Agents must pay to add their eight second tag to the 22 second commercial, along with air time. Last year, over 200 agents requested tapes from HAL and the spokesperson felt there are a lot more receptive agents still to be reached.