The operator’s Forever Curious campaign will run until November across TV and radio – including ITV, Channel 4, Sky and Classic FM – as well as digital advertising and trade marketing channels.

Filmed in France, Germany and Switzerland using Riviera’s Jane Austen and George Eliot ships, the campaign focuses on both the unexpected elements of a river cruise holiday and the well-known benefits of cruising.

Sarah Fowler, Riviera’s head of brand and 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.”

Riviera will support the campaign will a range of trade activity include e-shots, social media posts, direct mail and print and digital advertising, as well as bespoke partnerships running with Bolsover Cruise Club, Midcounties Co-operative Travel, Miles Morgan Travel and Hays and Premier Travel.

The campaign’s launch coincides with a “major” research project from Riviera, examining the company’s five key customer types who each display “curious characteristics”.

Riviera’s Forever Curious advertising push will serve as the basis for the brand’s early 2023 peaks marketing and be extended across its products.

“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,” said Fowler.

“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.”