River cruise line Riviera Travel has launched a “bold and different” new brand campaign.

The line has invested more than £3.7m in the Forever Curious campaign, will run across print, digital, radio, TV and various trade marketing platforms until November.

It was shot in France, Germany and Switzerland, around the Seine and Rhine rivers, using two of Riviera’s ships: MS Jane Austen and MS George Eliot.

The adverts focus on the opportunities to explore ashore that can lead the inquisitive into a late-night jazz club or local beer tasting – as well as the more familiar benefits of cruising.

Partnership trade activities being launched include e-shots, social media posts, direct mail and print and digital advertising. Complementary consumer television, radio and digital advertising will run on ITV, Channel 4 and Sky TV channels, and Classic FM.

Sarah Fowler, Riviera Travel’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.

“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.

“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.”