AmaWaterways has launched its first-ever national television commercial across Australia and New Zealand, amplifying its global “Journeys That Move You” brand campaign with a heartfelt, story-led debut.
Premiering on 16 February 2026, the multi-network campaign brings the luxury river cruise line’s refreshed brand identity to life, spotlighting the warmth, cultural immersion and personal connections that define the Ama experience.
The 30-second spot follows a mother and her adult son cruising through Europe, weaving together themes of family, legacy and discovery. Guided by the ship’s Captain and inspired by a photograph from his parents’ earlier travels, the son sets off on a personal exploration ashore, embracing local flavours, traditions and spontaneous encounters, before returning onboard for a moving reunion moment.
Chief Marketing Officer Michal Maguire said the commercial reflects not only the beauty of the destinations AmaWaterways visits, but the deeply personal way each itinerary unfolds.
Locally, Managing Director AU/NZ Steve Richards described the campaign as a milestone moment for the brand in this market, aimed at building awareness and inspiring Australians and New Zealanders to see themselves on Europe’s rivers.
Running through early June 2026, the campaign signals the next chapter for AmaWaterways, supported by a refreshed visual identity, redesigned website and a new suite of media assets for trade and consumer storytelling.
