The Clients: Holland America Line and Food & Wine

The Brief: In an effort to stand out in the crowded cruise market, Holland America sought to create a culinary program with Food & Wine, centered on original travel experiences around the world inspired by the magazine’s coverage. The brands hired Laura Begley Bloom to oversee the initiative.

The Approach: Laura led the execution of a multi-year program, bringing the Food & Wine brand to life through distinctive shore excursions created exclusively for Holland America guests. Drawing on Food & Wine’s connections and her own global network of tastemakers and local experts, Laura curated one-of-a-kind tours and itineraries across 120 global ports. She also developed content to support the initiative, including website and brochure copy.

The Results: The program exceeded business objectives, elevating Holland America’s positioning by translating Food & Wine’s editorial authority into real-world experiences. Guests can shop with a renowned chef in Barcelona, visit an oyster farm in Alaska, or learn to make dumplings in Hong Kong — experiences that are tangible, memorable, and highly marketable. Additional details can be viewed here and in the video below.