Holland America Line has launched a campaign focused on its Alaska programme as it looks to help agents “gain more confidence” selling the state.

The ‘We Are Alaska’ campaign will include new online training modules and incentives for agents who are keen to develop their knowledge.

The line’s Alaska expert and business development manager Katie Noviss will host a series of webinars to share her knowledge of the destination, while a bi-monthly Alaska newsletter will also be sent to agents.

To ramp up trade support on the destination, HAL is creating ‘learning packs’ containing tools to assist agents with bookings and promoting the region. Video content is also available. In addition, the line’s sales team will be visiting agents around the country to offer Alaska-centric training, while incentives will reward agents for boosting their sales.

Lynn Narraway, Holland America Line’s UK managing director, referred to the brand and its staff as being “experts in Alaska”, having sailed there for more than 70 years.

“We know and love Alaska and, as the most experienced operator in Alaska, we want to share our Alaska story so that travel partners, and their clients, can discover the best ways to get to know Alaska.”

Narraway said the We Are Alaska trade campaign was an “ongoing investment” and that she believed it would help agents who have not sold the brand or the destination before.