Riviera Travel has launched a new brand campaign and TV advertising to mark its 40th anniversary, which will take place in March 2024.
The campaign uses a host of communications channels, including its trade-specific platforms, to promote Riviera’s river cruise and escorted tour products.
Several trade activities are being rolled out with a number of key agent partners, including e-shots, social media posts, direct mail and print, and digital advertising.
Complementary TV and radio advertising will run on the likes of ITV, Channel 4, Channel 5, Sky TV, Classic FM and LBC.
Actor Iain Glen, whose credits include Game of Thrones and Downton Abbey, provides the voiceovers.
Two television adverts have been produced for the campaign. One focuses on Riviera’s river cruise holidays and the other on its full product portfolio showcasing its ocean, land and river collections.
The river cruise advert focuses on the brand’s luxury ships, cabins, fine dining onboard and included excursions.
It also highlights the free ‘superior’ drinks package, worth £400pp per week, which is on offer for all 2024 river cruises. The advert was shot across destinations including the Rhine, Danube and Seine.
The portfolio advert features Riviera’s river cruise, ocean cruise and escorted tour options. It was filmed across the world including South Africa, Italy, Croatia and India.
The full campaign will run into 2024.
Sarah Fowler, Riviera Travel Marketing Director, said: “With excitement building to our big anniversary, this is the perfect time to launch an integrated campaign that puts the spotlight on the eye-catching array of holiday options we offer, and encourages guests to join us in 2024 for what will be a fantastic year of celebration.
“We’ll be working closely alongside the trade to help maximise all our activities and want to thank agents for the support we’re already receiving.
“Riviera has enjoyed a fantastic four decades, and we’ll ensure there are plenty more initiatives lined up as we edge closer to March 2024.
“We couldn’t have achieved the success we have without our partners and can’t wait to celebrate with them and our guests next year.”
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