AmaWaterways Debuts First National TV Campaign
AmaWaterways has launched its first-ever multi-network national television campaign in the United States, marking a major milestone following its recent rebrand and the rollout of its new tagline, “Journeys That Move You.”
The commercial campaign is designed to highlight the emotional and experiential elements of river cruising, focusing on human connection, personalized service and the freedom to explore destinations at an unhurried pace. The ad tells the story of a mother and her adult son traveling through Europe aboard an AmaWaterways ship, immersing themselves in local culture, regional cuisine and shared discovery.
Scenes shift between onshore exploration and onboard moments, underscoring how the cruise experience brings generations closer together. By blending destination storytelling with personal connection, the campaign reflects growing demand for meaningful travel experiences that go beyond sightseeing.
According to Chief Marketing Officer Michal Maguire, the new spot emphasizes both the beauty of the destinations and the way AmaWaterways itineraries unfold. Ships dock in the heart of cities, providing convenient access to historic landmarks and authentic neighborhoods. Guests can choose from curated shore excursions or explore independently, supported by an experienced onboard team.
The campaign will air nationally through late June across major broadcast networks including ABC and NBC, as well as cable outlets such as Food Network. It will also stream on digital platforms including Hulu, Samsung TV Plus and Disney+, significantly expanding the brand’s reach to a broader U.S. audience.
The national advertising push follows AmaWaterways’ January rebrand, which introduced a refreshed visual identity. The company transitioned from its traditional blue-and-gold color palette to a new dusky coral and white design scheme. The update extends to logo typography and, over time, will be reflected in ship exterior accents as well.
With its first national TV commercial, AmaWaterways is positioning itself for accelerated brand awareness growth in the competitive river cruise market, reinforcing its focus on immersive journeys, authentic cultural access and emotionally resonant travel experiences.
Related News: https://airguide.info/category/cruise