Case Study: Holland America Line boosts brand awareness and raises funds with NewmanPR's food truck stunt

Holland America Line raises nearly $100,000 with NewmanPR food truck stunt

Holland America Line tasked NewmanPR with creating a publicity stunt to gain significant attention at a major annual cruise industry convention. The challenge was to stand out among more than 10,000 attendees and increase brand awareness for their newly launched "Dive-In" burger and hot dog bar concept onboard their ships.

NewmanPR implemented a solution involving a branded food truck that served the Dive-In menu outside the convention center. The agency added a charitable component by first serving free food to maritime workers at a local charity and then offering food to attendees for a donation. This NewmanPR campaign raised nearly $100,000 for charity while successfully generating substantial talk value and brand awareness for the Holland America Line dining concept.

Holland America Line