SEATTLE — Holland America Line’s new ‘Above and Beyond’ campaign includes marketing tools and guest savings, aimed at making it easier to sell 2014 Holland America Line cruises.
Agents booking an Above and Beyond promotional fare for an oceanview stateroom or above on select June – December 2014 departures can take advantage of several special values.
Select Europe cruises receive a complimentary Signature Beverage Package while other 2014 cruises to most other destinations and Land + Sea Journeys to Alaska and the Yukon receive an on-board spending credit of up to US$400 per stateroom.
All Above and Beyond bookings will also receive up to 10% savings on select summer shore excursions when booked before Feb. 28, 2014; free or reduced third and fourth fares; and reduced deposits of 50% off the normal deposit rate.
“We listened carefully to our travel agent partners and they told us that promotions featuring significant incentives make it easier for them to book clients,” said Richard Meadows, executive vice president, marketing, sales and guest programs for Holland America Line. “The Above and Beyond program was built with this feedback in mind and covers almost anywhere their clients may want to go so agents can get 2014 off to a great sales start.”
To make the components of Above and Beyond easy to understand and promote, the cruise line has created marketing materials and has its entire sales team engaged to help travel partners create opportunities, he added.
As well, the program is being supported with special Above and Beyond consumer communications including a press release, direct mail and e-mail, as well as online promotional and sales tools that are easily available in the Travel Agent Headquarters portal at hollandamerica.com. The tools include customizable Build Your Own e-mails, personalized PDF flyers and Web banner ads.
During the Above and Beyond promotion agents can book their clients using POLAR online, where they can make a reservation in a few steps, including booking and managing groups.