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Avalon Waterways is betting on the power of the kilt to bring “a new wave of cruisers” to its boutique Suite Ships, created to cater to only 150 guests at a time. They want to help you open up a whole new market: this is not your grandmother’s river cruising experience, and they have tapped award-winning actor Graham McTavish for their new campaign on streaming services—he of “Outlander,” “The Hobbit,” “The Witcher” and, notably, “Men in Kilts: A Roadtrip with Sam and Graham.”

“As more people set sail down the world’s most legendary waters, we’re inviting them to enjoy a curated collection of the most intriguing experiences,” said Pam Hoffee, president of Avalon Waterways, in a press statement. “Our itineraries offer guests as many as 28 included excursions, placing the compass firmly in their hands to make their vacation as unique as their interests.”

Avalon Waterways’ ‘Cruising. Elevated’ Campaign

The cruise line’s new advertising campaign highlights the evolution of the cruise industry. It’s currently airing on digital media—including streaming channels—and so far has reached over 29 million views, reaching a new generation of cruisers looking for small ship exclusivity and adventure.

These new cruisers can be as laid-back or as active as they want to be. Choices for included excursions include “Active” pursuits like hiking, kayaking and biking to “Discovery” activities—think cooking and painting or taking a guided tour through fortresses and castles. And because the ships are winding their way through rivers within sight of land the entire time, there’s always something to look at.

Avalon Waterways plies the waters of Europe, Asia, Africa and South America with cruises that turn into experiences, for example, Vietnam and Cambodia Experience, Galapagos Islands Experience, Peruvian Amazon Experience and more. All staterooms, regardless of class, are exterior rooms—80 percent of the staterooms are Panorama Suites with beds that face out towards their Open-Air Balconies with their floor-to-ceiling windows, so your clients won’t miss a thing.

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