AmaWaterways has launched its first national, multi-network television commercial across both Australia and New Zealand, as the luxury river cruise specialist continues to build brand awareness across the region.
The campaign, designed to reflect a more emotional and personal approach to travel, brings the company’s recently introduced brand platform, ‘Journeys That Move You,’ into a whole new light.
The commercial follows two travellers – a mother and her adult son – journeying through Europe on an AmaWaterways cruise, celebrating all the moments that unfold along the way. Through a series of intimate onboard and onshore moments, viewers are invited to see river cruising not simply as a holiday, but as a journey shaped by connection, discovery and individuality.
“We’re thrilled to debut a commercial that tells a deeply human story,” said Michal Maguire, chief marketing officer of AmaWaterways.
“The spot reflects not only the beauty of the destinations we visit, but the way our itineraries unfold – from docking in the heart of cities to giving guests access to authentic local culture, and empowering them to create personalised experiences with the guidance of our expert onboard team and curated shore excursions. It’s about connection, discovery, and making each moment uniquely your own.”
Steve Richards, Managing Director ANZ, described the campaign as a landmark moment for the brand locally.
“While AmaWaterways is proudly established as a global leader in luxury river cruising, we’re still building awareness here in Australia and New Zealand, which makes launching our very first television commercial in this market such an exciting milestone,” he said.
“This campaign is about introducing local audiences to the genuine warmth, connection and unforgettable experiences that define an Ama journey.”
The commercial started airing on 16 February and runs through early June 2026.
