To celebrate Oprah Winfrey’s Year of Adventure, Holland America Line and O, The Oprah Magazine partnered on an exciting initiative to pair the life-changing, eye-opening wonder of travel with the soulful, inspiring content found in every issue of the magazine.

Unifying on a shared vision, the two powerful brands invited guests to open their minds, change their perspectives and uncover the potential that we all possess.

The result was a powerful, integrated campaign featuring online executions and elaborate inserts in O Magazine and social coverage like no other. In addition, Oprah and Gayle King cruised onboard the ship to Alaska … followed by a sold-out Caribbean cruise where Oprah became the godmother of the newest ship, the MS Nieuw Statendam.

The numbers: Truly, billions of impressions worth millions of dollars in equivalent media value quickly gained momentum.  (When Oprah tweets about you, things happen!)  The cruise sold out in less than 24 hours and broke every record in terms of sales and impression levels. (Yes, it’s a thrill to have over 15 pages of organic search results reference your partnership.)

As a bonus, Oprah’s cover image for her upcoming issue of the magazine was shot ON THE SHIP!

My role: I was honored to serve as Holland America Line’s executive lead and primary contact with the O Team. I was involved from the first lunch meeting where I introduced the idea, to the comprehensive legal agreements, to overseeing every line of copy and imagery in dozen (and dozens!) of collateral materials, ads, signage and social media. And I loved every minute of it.

It was a life changing experience to work with Orpah’s professional team who love and admire her.  Here are some fun shots we grabbed along the way…