There is no question that Viking Cruises' strategic sponsorship of PBS' Masterpiece series of television shows has helped to catapult the company to where it is today, and it would seem that American Cruise Lines is taking a similar approach now that it is a sponsor of a PBS program: the venerable "Antiques Roadshow."
American says it is a national sponsor of the network's most-watched ongoing series as of February 6, 2017, just in time for the Emmy Award-nominated show's 21st season. For those not aware, the program features domestic antique owners asking for their historical pieces to be appraised by experts.
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"We are excited to embark on this relationship with PBS and 'Antiques Roadshow,'" said Timothy Beebe, Vice President of American Cruise Lines, in a press release. "The 8.5 million weekly viewers of 'Antiques Roadshow' and guests of American Cruise Lines have a common bond. They share a passion for American history and culture, which ultimately makes this sponsorship a perfect fit."
It remains to be seen if this sponsorship will have the same dramatic effect on American Cruise Lines as the Masterpiece one has on Viking Cruises. In the latter's case, the inclusion of the extremely popular "Downton Abbey" certainly played a major part in the river and cruise brands' extensive recognition among travelers and the general public.
The Viking sponsorship as last renewed through 2016 also applied to "Sherlock," another international hit starring Benedict Cumberbatch, "Mr. Selfridge," "Indian Summers" and "Poldark." In comparison, American's only extends to the singular "Antiques Roadshow," but it alone has a large following with great potential.
"I am thrilled that American Cruise Lines has joined us as a sponsor of 'Antiques Roadshow,'" added Executive Producer Marsha Bemko, in a press release. "The support of our sponsors helps make it possible to continue our search for America's hidden treasures. We're excited to share the adventure as we explore history throughout our country!"
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Viking's Masterpiece sponsorship began back in 2011, covering the entire run of "Downton Abbey" on PBS in the U.S. from the pilot episode to the series finale. In fact, the show is available to watch for free on-demand in Viking's river and ocean cabins, and a special tour of its Highclere Castle setting is even featured in optional cruise shore excursions. The Oxford & Highclere Castle experience is a pre- or post-sailing opportunity attached to the line's Cities of Light or Paris & the Heart of Normandy itineraries.
Perhaps a similar showcase of "Antiques Roadshow" would solidify American Cruise Lines synonymous nature with its show sponsorship. After all, it only makes sense that the program would be broadcast onboard. As to potential touring opportunities, options may be more limited in regards to permanent locations. However, the show could certainly come onboard to film an episode or two and maybe even appraise pieces brought onboard by guests.
This is the kind of synergy that resonates with loyal travelers as well as potential guests who have not yet sailed because such an episode could additionally feature American's fleet. Currently, its riverboats visit the Pacific Northwest, Alaska, New England, the Southeast and the Mississippi River system on more than 35 itineraries, also featuring histories of the United States, Mark Twain, Civil War and Lewis & Clark on theme sailings. Voyages last from 4 to 21 nights in duration.
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