AmaWaterways, the largest cruise line dedicated exclusively to river cruising, today premiered its first national, multi-network television commercial across both Australia and New Zealand. Serving as an expression of its recently unveiled brand campaign, “Journeys That Move You,” AmaWaterways invites travellers to experience river cruising through a more personal and emotional lens.
The spot brings AmaWaterways’ refreshed brand identity to life on screen, celebrating the warmth, elegance, and sense of discovery that define the brand’s approach to travel. Through authentic moments onboard and ashore, the commercial reflects what travellers value most: meaningful human connection, heartfelt service, and the freedom to explore at their own pace.
The commercial follows two travellers – a mother and her adult son – journeying through Europe on an AmaWaterways cruise, celebrating the distinctive moments and connections that unfold along the way. With a memorable photograph from his parents’ earlier travels in the region in hand, the son sets out on a personal journey ashore, guided by the ship’s Captain and inspired by the places and people encountered along the river. As he immerses himself in local life – sharing regional flavours, time-honoured traditions, and spontaneous moments with locals – his experience reflects the freedom AmaWaterways gives guests to explore destinations in deeply personal ways. The story culminates in a heartfelt moment back onboard, inviting viewers to see how it all unfolds in the commercial and reveals how travel can bridge generations through connection, cultural immersion, and shared memories as the journey continues to the next destination.
“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.”
From a local perspective, Steve Richards, Managing Director AU/NZ added, “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. This campaign is about introducing local audiences to the genuine warmth, connection and unforgettable experiences that define an Ama journey. We want Australians and New Zealanders to see themselves on our rivers, to feel that emotional connection, and to be inspired to start a conversation with their trusted travel advisor about experiencing Ama for themselves.”
Officially launching today, 16 February, the commercial will run through early June 2026. It marks the introduction of AmaWaterways’ newly refreshed brand, clearly signalling both what’s new and what the company has always stood for: beautifully designed ships, deep connections to local cultures and communities, and journeys that move guests on a personal level. The refreshed brand is defined by a modernised visual identity, including a refined logo inspired by the company’s musical heritage, a vibrant colour palette with destination-specific accents, and authentic imagery featuring real guests and crew – reflecting what travellers value most: premium comfort, genuine connection, and individualised experiences. In addition, AmaWaterways has launched a redesigned website that blends inspiring storytelling with enhanced functionality, making it easier for guests and travel advisors to plan journeys with confidence.
