O My: Oprah To Cruise With HAL In New Partnership

By Bruce Parkinson

(L to R) Gayle King, Orlando Ashford,
Jayne Jamison and Lucy Kaylin.

Symbolizing the partnership.

Douglas Parks, Vice President Human Resources, Emblem Health, with HAL President Orlando Ashford.

Holland America Line is making some pretty impressive friends these days. Oprah Winfrey may be the most high-profile one yet.

HAL and O, The Oprah Magazine announced a 2-year exclusive partnership at an event in midtown Manhattan yesterday. Despite a raging blizzard, there was a strong turnout at the Hearst Tower where the magazine that reaches 18 million consumers each issue is based.

Winfrey will spend two days aboard the 2,104-pax Eurodam on a 15-22JUL Alaska cruise roundtrip from Seattle. The ‘O, The Oprah Magazine Share the Adventure’ cruise will feature exclusive programming developed with the magazine’s editors including an off-shoot of Oprah's Book Club.

The partnership will bring four more magazine-themed cruises over the next two years that are being called ‘O, The Oprah Magazine Adventure of Your Life’ sailings. In addition to magazine-inspired activities, the trips will be headlined by members of Winfrey's SuperSoul 100, a list of authors, artists, entrepreneurs and other people Winfrey finds inspirational.

Those additional voyages will include an 11-night trip to the Southern Caribbean on Koningsdam in November, followed by seven-night outings to the Eastern Caribbean, Alaska and Western Caribbean in MAR, AUG & OCT of 2018.

Beyond those high-profile sailings, HAL guests will enjoy onboard enrichment activities inspired by the magazine on more more than 300 North American sailings and 2017 and 2018. These will include movement and tai chi classes, an onboard book club and “Let’s Eat” seminars on healthy consumption. 

“We feel like we’ve hit a bullseye in terms of what we can do in enrichment,” said HAL President Orlando Ashford. O, The Oprah Magazine editor-in-chief Lucy Kaylin concurred. She said the first meeting between the two companies was “the corporate equivalent of falling in love.”

O, The Oprah Magazine editor at large Gayle King says Winfrey is excited about the partnership, despite being “more of a yachting girl.” She said that Alaska in a bucket-list destination for the media mogul.

“Oprah very seldom partners with anybody,” King said. “The minute she heard the idea, she loved it. We expect to surprise and delight with this partnership.”

The 144-year-old Holland America has been energized under the now 2-year-old leadership of Ashford. There has been a strong focus on partnering with brands whose products and approach mesh well with HAL’s demographics and offer potential to enhance the cruise experience.

The result is relationships with familiar names including BBC Earth, Billboard, Lincoln Center, America’s Test Kitchen, AFAR Media, B.B. King’s Blues Clubs, Windows and the New York Times. 





(will not be published)