The campaign uses a host of communications channels, including its trade-specific platforms, to promote Riviera's river cruise and escorted tour product.
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.
The full campaign will run into 2024.
Adverts via UK channels
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 TV 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.
River cruise advert
The river cruise advert – shot across destinations including the Rhine, Danube and Seine – 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 portfolio advert features Riviera's river cruise, ocean cruise and escorted tour options. It was filmed across the world including in South Africa, Italy, Croatia and India.
Sarah Fowler, marketing director at Riviera Travel, 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.’
More initiatives on the way
Fowler went on to add, ‘Riviera has enjoyed a fantastic four decades, and we'll ensure there's plenty more initiatives lined up as we edge closer to March 2024…’