Riviera Travel has released information about a new brand campaign designed to “break the mould” in river cruise advertising.

The operator has invested more than £3.7m in the Forever Curious campaign, which will appear across a host of channels, including various trade marketing platforms, running until November.

Partnership trade activities being launched include e-shots, social media posts, direct mail and print and digital advertising, with agents including Bolsover, Midcounties, Miles Morgan, Hays and Premier Travel.

In addition, television, radio and digital advertising will run, covering the north, south and midlands.

The campaign will serve as the basis for Riviera’s early 2023 peak plan.

Riviera Travel ‘challenging stereotypes’

Riviera Travel head of brand and acquisition Sarah Fowler 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.

“Our aim is for the trade to see us as the go-to brand for over 55s seeking to learn, discover and be inspired by travel experiences, and we feel Forever Curious is a really strong creative platform to deliver this for us.”

“Although the last two years have been tough for the whole industry, Riviera Travel has remained in a strong position, thanks in part to the fantastic support we have received from the trade.

“Now is the perfect time to invest in a significant campaign to drive brand awareness ahead of the peak trading period in January, as all of us including our agent partners prepare for an exciting 2023.”