Holland America Line Inc.'s major sponsorship of Travel Channel's "2003 Beach
Week" programming stunt in May -- reported Tuesday -- is actually part of a
larger, one-year advertising partnership.
So said Holland America vice president of worldwide marketing Mark Kammerer
and Discovery Networks U.S. president of ad sales Joe Abruzzese in a joint
Kammerer added that the cruise line's cross-platform buy also includes a
national consumer sweepstakes, to be promoted on Travel and Discovery.com (www.discovery.com) from April 14 through May
10 via spots that include cruise-ship footage.
A cruise for two on Holland America will be the sweep's grand prize.
About 50,000 cobranded direct-mail pieces will be sent out, while Discovery
Channel's retail stores will run sponsor-tagged Beach Week promos, as