Project Summary

Every year, Seattle-based Holland America Line contributes hundreds of millions to the region’s economy. The cruise line works with more than 600 local vendors and operates an extensive corporate social responsibility program, which includes partnerships with entities such as Seattle Children’s Hospital, Northwest Harvest and the Seattle Mariners. Nyhus partnered with Holland America Line to promote the fantastic work they do within the Seattle community and showcase the company as “Seattle’s Hometown Cruise Line.”

Challenge

Working collaboratively with Holland America Line, Sound Transit Light Rail and the largest municipal media company in the United States, Nyhus conceived and brought to fruition the “commuter fleet” – a network of Light Rail trains wrapped to resemble Holland America Line cruise ships. The wrapped trains operated along Sound Transit Light Rail routes during the months leading up to cruise season, raising visibility of Holland America Line’s commitment to the region. In order to capture public attention, Nyhus organized a ribbon cutting event featuring the unveiling of the ‘fleet’ by Holland America Line President, Orlando Ashford, as well as a special donation made to Seattle Children’s Hospital. Leading up to the event, Nyhus developed and implemented a targeted pitching strategy, which resulted in multiple camera crews in attendance at the ceremony.

Results

• Coordinated the design and wrapping of three Light Rail trains
• Raised visibility of Holland America Line as “Seattle’s Hometown Cruise Line
• Organized and executed a successful ribbon cutting event
• Generated strong press coverage for the event which exhibited Holland America Line’s commitment to the region. The event was covered by 17 outlets with a combined total of more than 1,118,499 impressions.