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2023 Global Search Awards Shortlist: Best Use of Search

Having been docked throughout the pandemic, cruise lines were raring to go as the world slowly got back to normal. Yet even for a brand as revered as Holland America Line (HAL), the voyage to recovery was by no means straightforward.

Sensing an opportunity amid the chaos, HAL partnered with DAC to set sail towards a truly ambitious goal: Grow organic traffic beyond pre-pandemic levels to indicate a total recovery (and then some!).

Our resulting Prioritize & Push strategy—devised in collaboration with various client-side teams—empowered HAL to take rank placements from much larger competitors. The result? Outstanding growth in revenue, extraordinary numbers of bookings, and a well-earned place on the shortlist for Best Use of Search at the 2023 Global Search Awards.