by Lacey Pfalz
Last updated: 12:55 PM ET, Fri February 6, 2026
River cruise line AmaWaterways is launching its first national, multi-network TV commercial across the United States following its big rebranding and campaign, “Journeys That Move You.”
The new commercial takes travelers on an emotional journey as well as a physical one, reflecting what their market desires the most in a trip: human connection, service and the personal freedom to explore at any pace.
In the commercial, a mother and her adult son journey through Europe on an AmaWaterways cruise, experiencing local life, regional flavors and more. Back onboard, we see AmaWaterways knitting two generations of travelers more closely together by their shared experience.
“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.”
The commercial will run through late June of this year, airing nationally across ABC, NBC, Food Network and other channels, as well as through services like Hulu, Samsung TV Plus and Disney+.
AmaWaterways rebranded in January of this year, changing its colors from blue and gold to a dusky coral color and white, including all its logo fonts and even, eventually, the colors of its ship exteriors.
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