The river operator is teaming up with LX.TV and Skycastle, in-house production teams that serve NBC-owned television stations, to create customized spots and specialized segments.
Plus, digital/mobile platforms
In addition to the spots running on air in these three markets, the content will receive distribution through the stations’ digital/mobile platforms. AmaWaterways also will be integrated into NBC Owned Stations Lifestyle programming with a national integration in Open House and a fully devoted episode of nationally distributed 1st Look.
In 2020, the line will expand its linear/digital advertising campaign to NBC-owned stations in Philadelphia, Dallas/Fort Worth and San Diego.
'We are confident that this strategic TV and digital campaign with NBC-owned stations will open our product up to a new generation of travelers,' Chief Marketing Officer Janet Bava said. 'We are thrilled to answer the call from our travel agency partners who, for many years, have longed for more consumer awareness around river cruising in general and AmaWaterways specifically.'
Kristin Karst narrates
The spots are narrated by EVP and co-founder Kristin Karst, as she describes the family-owned company’s entrepreneurial journey from a one ship start-up to an innovative, award-winning river cruise company.
The first phase of campaign launched on May 13 with spots airing on NBC stations WNBC, KNBC and WTVJ. These markets comprise target markets for the company, and a high concentration of past AmaWaterways passengers.
New Loyalty Cruises
The new spots and longer video segments will air beginning fall 2019. As part of Loyalty Appreciation Month this November, AmaWaterways recently unveiled new Loyalty Cruises with special cruise benefits and recognition for those who have sailed previously with the company. The ads will serve as another component of a marketing program directed at this important audience.
The second phase of the campaign expands to NBC stations in Philadelphia (WCAU), Dallas/Fort Worth (KXAS), and San Diego (KNSD) in 2020, and will include LX.TV/Skycastle-produced spots and customized content for NBC stations’ on-air programs and digital platforms.