Holland America Line — Dive-In Burger

Background

Holland America Line tasked NewmanPR with implementing a stunt to gain the spotlight at the Seatrade Cruise Convention in Fort Lauderdale, Florida — an annual trade convention that is attended by every major cruise line, destinations from around the world and vendors that serve the cruise industry. In such a saturated milieu, Holland America Line was seeking a higher brand profile.

NewmanPR was responsible for the strategy, implementation, timing and publicity of the campaign. We worked with the entertainment department, which took on the responsibility of getting the branded wrap for the food truck.

Strategy

Holland America Line had recently launched an onboard “Dive-In” burger and hot dog bar concept. The Seatrade Cruise Convention traditionally has few food options for lunch, so with approval from the Broward County Convention Center, NewmanPR worked with Holland America Line to contract a food truck that would park outside of the convention center and serve select burgers, hot dogs and fries from the Dive-In menu. The truck wasn’t allowed to park at the entrance, so NewmanPR contracted a sign spinner to direct attendees to the truck.

In addition, NewmanPR proposed a charitable component of having the food truck serve free food to cruise ship and other vessel crew members at Seafarers' House at Port Everglades to launch a fundraiser for the local maritime charity. Following that event, the truck relocated to the convention center for two days and offered a Dive-In menu to convention attendees for a $10 donation to raise funds for Seafarers' House.

Results

The campaign led to successful sales of the Dive-In options, which increased brand recognition for the onboard specialty venue and raised nearly $100,000 for Seafarers’ House.

“One more round of sincere thanks for all the hard work and passion that went in to making the food truck such a success this week. It was incredibly fun, generated a lot of talk value and brand awareness, not to mention raising money for a great cause! And a special thank you for adapting to the curve ball we threw out with the request to take it to the Porthole party that evening. ” — Sally Andrews, former vice president of public relations, Holland America Line

“I want to piggyback Sally's remarks. The food truck was a tremendous success. This is a great example of collective intelligence at work. We worked very collaboratively to take a wild idea and make it real. I'm very proud and excited by what we accomplished.” — Orlando Ashford, former president of Holland America Line