THE ASSIGNMENT: Help HAL connect with younger audiences while honoring its 150-year legacy.

THE TRUTH: Guests wanted authentic stories and fresh experiences, not just legacy luxury.

THE AUDIENCE: HAL travelers across generations, prospective cruise guests, and media partners.

THE BIG IDEA: Create brand storytelling across touchpoints: Origin Story (live stage show), Culinary Council Documentaries, Half Moon Bar (cocktails as brand heritage), De Lijn Gin (Packaging & Storytelling), and reimagined all digital and onboard communications.

THE IMPACT: Helped HAL broaden appeal to younger audiences while deepening connection with loyalists. Projects like Half Moon Bar and Origin Story became brand hallmarks, and guest surveys consistently cite them as differentiators.