The operator has invested more than £3.7mn in the campaign, across a host of channels, including trade marketing platforms.
Riviera Travel's new campaign is designed to 'break the mould' in river cruise advertising, focusing on the unique and unexpected aspects of a cruise holiday, from late-night jazz clubs onshore to local beer tasting excursions.
Partnership trade activities being launched alongside the campaign include social media posts and partnerships with agents including Hays Travel and Premier Travel.
Television, radio, and digital advertising will run on ITV, Channel 4, Sky TV and Classic FM.
Sarah Fowler, Riviera Travel’s head of brand & acquisition, said: “We really wanted to stand out from the crowd by doing something bold and different, that taps into the emotional benefits of river cruising, and focuses on the experiences guests enjoy and the memories they take away with them.
“Forever Curious also challenges some of the stereotypes about river cruising and brings to life the breadth of experiences guests have, whether they like to be active or relax and simply watch the world go by. River cruising is a wonderful choice and the one element that unites all our guests is their curious spirit, the desire to discover more of the world around them and be enriched by authentic travel experiences.
