Silversea Cruises has launched its first international television commercial, inspiring curious travellers to rediscover the world.
Part of an integrated, multi-channel advertising campaign that includes print, digital, and social media, the 30-second television spot will appear on major national television networks and streaming platforms in the U.S. and the U.K. from Sept. 27, 2021, before rolling out in markets around the world.
The commercial, conceived by Silversea’s Global Creative Director José M. Vuolo, invites curious travellers to rediscover the world with a renewed passion.
Silversea collaborator and world-renowned photographer Steve McCurry, whose photographic storytelling embodies guests’ spirit of curiosity, features as the commercial’s protagonist, appealing to viewers to embrace their desire to reconnect with the world’s authentic beauty.
McCurry is a valued, long-term ambassador of Silversea Cruises.
Since the launch of his creative collaboration with the cruise line in 2017, the award-winning photographer has undertaken more than 25 immersive journeys with Silversea, capturing more than 500 images of intriguing cultures, breathtaking landscapes, and unique moments around the globe.
From his suite aboard the ultra-luxury Silver Spirit, McCurry pens an open invitation, addressed "To the Curious," in which he writes: "To all of you who have been yearning to travel: It's time. The world is reopening. Open up to the world."
Earth's "most precious things"
The TV commercial focuses on journeys to discover the Earth's "most precious things," which “aren’t things at all.”
Captivating photography expresses the beauty that can be found at "the edges of the world"—from mystical mountaintops in Bhutan and the frozen wonderlands of Antarctica to graceful wildlife and untouched ancient cultures.
These are the types of places and natural treasures that curious travellers are eager to rediscover as the world reopens, and which Silversea unlocks with its celebrated blend of service excellence and luxurious comfort.
“Silversea is facing its greatest expansion ever,” said Barbara Muckermann, Silversea’s chief commercial officer. “But this growth coincides with a very peculiar moment in the history of travel. The doors of the world were shut on us; now they’re reopening and it’s our responsibility as the leading ultra-luxury cruise line to reignite our guests’ passion for discovery and let them know it’s time to start exploring again safely, which is perhaps the greatest luxury of all right now."
"To the curious’ is our mantra and our first international television campaign will appeal to curious travellers around the world. After all, our guests are travellers, not tourists; they collect interactions with people and experiences, not monuments. Curiosity is their common denominator, their driving force. Our television commercial enforces this concept with beautiful insights into the most remarkable destinations around the world. This is complemented by our print campaign, which showcases an especially breathtaking selection of images shot by Steve while he was traveling with us. These images are an invitation, almost, though there is hardly a need for one. People are ready to go.
Watch Silversea's ‘To the Curious’ television commercial here.
Barbara Muckermann discusses Silversea’s new television commercial, as well as the cruise line’s ‘To the Curious’ campaign, in a new interview for Discover here.