The ultra-luxury cruise line Silversea Cruises has launched its first international television commercial designed to inspire curious travelers to rediscover the world.
As part of an integrated multi-channel advertising campaign that spans print, digital and social media, the 30-second television commercial will appear on major national TV channels and streaming platforms in the US and UK from September 27, 2021, before it gets rolling in markets around the world.
The TV spot designed by Silversea’s Global Creative Director José M. Vuolo invites curious travelers to rediscover the world with a new passion. Silversea collaborator and world-famous photographer Steve McCurry is the protagonist of the commercial and appeals to viewers to accept their desire to reconnect with the world.
From his suite on board the Silver Spirit, McCurry wrote an open invitation to “To the Curious”, in which he wrote: “To everyone who longs for travel: It is time. The world opens up again. Open yourself to the world. “
“Silversea is facing its biggest expansion ever,” said Barbara Muckermann, Silversea’s chief commercial officer. “But this growth coincides with a very special moment in travel history. The gates of the world were closed to us; Now they are reopening and it is our responsibility as the premier ultra-luxury cruise line to revive our guests’ thirst for discovery and let them know that it is time to safely re-explore what is currently perhaps the greatest luxury of all . “To the Curious” is our mantra and our first international television campaign will appeal to curious travelers around the world. After all, our guests are travelers, not tourists; they collect interactions with people and experiences, not monuments. Curiosity is their common denominator, their driving force. “
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The TV commercial is complemented by a print campaign showing a selection of images McCurry took during his trip with Silversea.
“These pictures are almost an invitation, although you hardly need them,” says Muckermann. “People are ready to go.”
McCurry is a longtime ambassador for Silversea Cruises. Since starting his creative collaboration with the cruise line in 2017, the award-winning photographer has made more than 25 trips with Silversea and captured more than 500 pictures from around the world.
“It felt great to be back on board a Silversea, to do this commercial and to continue our close collaboration on reopening the world,” said McCurry. “My curiosity as a traveler encourages me to keep traveling; My travels with Silversea offer the opportunity to dive deep into the world, into the heart of fascinating cultures, wild landscapes and warm-hearted communities. Silversea’s television commercials will resonate with those who share my passion for discovery. “