CALABASAS, CA, Feb. 6, 2026 – AmaWaterways, the largest cruise line dedicated exclusively to river cruising, today premiered its first national, multi-network television commercial. Serving as an expression of its recently unveiled brand campaign, “Journeys That Move You,” AmaWaterways invites travelers 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 travelers value most: meaningful human connection, heartfelt service, and the freedom to explore at their own pace.
The commercial follows two travelers – 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 flavors, time-honored 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 personalized 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.”
Officially launching today, February 6, and running through late June 2026, the brand’s commercial campaign will air nationally across broadcast television and premium streaming platforms. Broadcast and cable outlets include NBC, ABC, HGTV, Food Network, Smithsonian Channel and others, while streaming and connected TV placements include Peacock, Hulu, Disney+, Paramount+, Roku, Tubi, Sling and Samsung TV Plus. The campaign also features Olympic-aligned local amplification in select priority markets on NBC and Peacock.
The commercial marks the introduction of AmaWaterways’ newly refreshed brand, clearly signaling 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 modernized visual identity, including a refined logo inspired by the company’s musical heritage, a vibrant color palette with destination-specific accents, and authentic imagery featuring real guests and crew – reflecting what travelers value most: premium comfort, genuine connection, and individualized 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.
The rebrand launch film is also available here.
30 second commercial can be viewed HERE
For more information or to reserve an AmaWaterways river cruise and land package, contact your preferred Travel Advisor, call 1.800.626.0126, or visit AmaWaterways.com
About AmaWaterways
AmaWaterways curates river journeys designed for comfort, connection and discovery. Its spacious, custom-designed ships cruise through Europe, Southeast Asia, Africa and South America, offering guests the freedom to explore at their own pace. Founded by European pioneers in river cruising, the company is celebrated for its thoughtful approach to travel, blending authentic experiences with heartfelt service. With daily onshore experiences, regionally inspired cuisine, award-winning wellness amenities and a warm, welcoming atmosphere, every journey reflects the rhythm and interests of each guest. https://www.amawaterways.com