Half Moon Cay Anchors Holland America’s New Campaign

Half Moon Cay plays a central role in Holland America Line’s newly launched “Refreshingly Free” campaign, which rolled out earlier this month.

The marketing initiative stands out by highlighting what the cruise line doesn’t offer—such as rollercoasters and large-scale water parks found on mega ships. Instead, the campaign places emphasis on the distinct advantages of Holland America’s offerings, including its mid-sized ships and its exclusive Bahamian retreat, Half Moon Cay.

Chief Marketing Officer Kacy Cole emphasized the unique appeal of the private island, especially when compared to the often-crowded destinations throughout the Caribbean. “There’s a lot of overcrowded beaches, and one of the things that we can bring is Half Moon Cay,” she said.

“We were awarded the number one private island for 20 years in a row, and we have new enhancements coming over the next few years,” Cole added.

She went on to say: “That’s a place where you’ve got space to stretch out and enjoy and not be too packed in.”

Beyond welcoming Holland America Line ships, Half Moon Cay also serves as a port of call for vessels from its sister company, Carnival Cruise Line. As part of a rebranding and expansion effort, the island will be renamed RelaxAway at Half Moon Cay and undergo significant upgrades.

Plans include the construction of a two-berth pier that will allow the island to host Carnival’s largest Excel-class ships. Carnival Corporation is also investing in a redevelopment of the island’s north side, which will feature a new arrival plaza, two dining areas, and a selection of island-inspired bars.

To enhance guest mobility and comfort, a new tram system will be introduced, and the south side of the island will receive renovations. Improvements include a Bahamian-style refresh, a new beach club, upgraded dining facilities, and expanded lounging zones.

Additional enhancements include the addition of new cabanas and the development of a shore excursion pier—ensuring that RelaxAway at Half Moon Cay continues to deliver an exclusive and serene island experience.