Marketing Report
Holland America Line appoints Allied Global Marketing agency of record for brand partnerships news

Holland America Line appoints Allied Global Marketing agency of record for brand partnerships

Allied Global Marketing, a full-service marketing agency working with the world's largest entertainment, culture and lifestyle brands, has been selected by Holland America Line as its agency of record for partnerships.

Allied will partner with top brands to maximize its extensive relationships to bring Holland America Line opportunities for partnerships and collaborations that enhance connections to the brand's audience.

Kacy Cole, Chief Marketing Officer, Holland America Line: "The Partnerships team at Allied Global Marketing is uniquely positioned to join forces with Holland America Line. We found their industry expertise, innovative approach, and creative insights to be the perfect fit for us.  We are genuinely excited to collaborate to create meaningful brand connections for the Holland America Line consumer."

Holland America Line is launching several new and exciting initiatives including a new, global fresh fish program, onboard initiatives, and regional enhancements. 

Partners connected to these categories will be part of these initiatives, giving consumers a chance to experience all that Holland America Line has to offer for guests while they are on board or at home.

Erin Corbett, Executive Vice President of Partnerships, Allied: "We're delighted for the opportunity to partner with Holland America Line and work alongside one of the best cruise lines in the industry. Kacy has long held a vision for true integrated partnerships, and we are excited to leverage our team's innovation to bring that vision to life. Recognized worldwide for unforgettable experiences on ship and on shore, Holland America Line is renowned for its carefully crafted itineraries, culinary excellence and personalized service that won Cruise Critic's Readers' Choice 'Best Service' award.   We're thrilled to work to further share this messaging to consumers via exciting and exclusive collaborations."

The first two partnerships of this agency relationship launched Fall 2023 beginning with  Holland America Line's naming of Allied Global Marketing client, Chef Masaharu Morimoto as its 'Fresh Fish Ambassador' for the Global Fresh Fish Program.

Next, Holland America Line is offering consumers a chance to discover an ocean of flavor with Vital Choice, the leader in wild caught fish & seafood, as they collaborate to help guests enjoy the same fresh fish cuisine recipes at sea and at home. Vital Choice-inspired dishes will be served on cruises in the Caribbean and Alaska while Holland America Line branded recipes are available through the Vital Choice catalogues online.

Many more partnerships are in the works and will be announced in the coming months.