Silversea Cruises unveils first-ever global TV ad inviting curious travellers aboard
Ultra-luxury cruise line 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 spot began appearing on major national TV networks and streaming platforms in the US and the UK late last month, before being rolled out in markets around the world.
The TV commercial, conceived by Silversea’s global creative director, José Vuolo, and created by the Deloitte-owned ACNE Milan, invites curious travellers to rediscover the world with a renewed passion.
Silversea collaborator and world-renowned photographer Steve McCurry features as the commercial’s protagonist, appealing to viewers to embrace their desire to reconnect with the world’s authentic beauty.
From his suite aboard the 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.”
The 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.
“Silversea is facing its greatest expansion ever,” said Barbara Muckermann, chief commercial officer at Silversea.
“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.”
Muckermann said the new TV 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 travelling with us,” she added.
“These images are an invitation, almost, though there is hardly a need for one. People are ready to go.”
Vuolo said the ‘To the Curious’ campaign was designed to empower travellers to indulge their passion for travel with new eyes.
“A born storyteller with the soul of an explorer, Steve McCurry was the perfect subject for the commercial,” he said.
“Steve is a passionate traveller who is encouraged to seek out the world’s most enriching moments – much the same as our guests. Steve’s unique take on the world builds feelings of excitement and hope, marking a new beginning in travel.
“Steve’s images are honest, captivating, and inspiring, but most importantly, they convey the world in its most authentic form. In the same spirit, our new television commercial showcases the near-endless range of enriching experiences that our voyages unlock.
“With the reopening of the world, our guests have a renewed hunger to travel to new places, immerse themselves into new cultures and experience new things.”
McCurry is a long-term ambassador of Silversea. 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 around the globe.
“It felt great to be back on board a Silversea ship again, to film this commercial and to continue our close collaboration as the world reopens,” he said.
“My curiosity as a traveller encourages me to journey on; my travels with Silversea offer the chance to dive deep into the world, into the heart of fascinating cultures, wild landscapes, and warm-hearted communities.
“Silversea’s television commercial will resonate with those who share my passion for discovery.”
Celebrated documentary maker Denis Delestrac directed and – in collaboration with ZETA SRL – co-produced Silversea’s TV commercial. Delestrac has previously worked with Silversea and McCurry on a variety of projects.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
ACNE Milan advertising campaign Barbara Muckermann cruise cruise line Denis Delestrac José Vuolo open up to the world silver spirit silversea silversea cruises steve mccurry television ad television commercial To the Curious TV ad TV commercial ZETA SRLLatest News
Room to move at Cairns Harbourside Hotel with ‘spacious’ new family package
Moody teenagers can eat two-minute noodles while younger brothers and sisters get to eat free with mum and dad. Win, win!
A&K unveils lavish around the world wildlife adventure in private jet
The kind of your that if you need to ask the cost, you probably can't afford it.
Flight Centre and Reforest hit one million trees target early
Flight Centre and Reforest have hit their inaugural annual target of contributing one million trees – four months ahead of schedule thanks to demand from customers for the agency’s Captain’s Pack. The target was set when the program launched in August 2023 and involves a contribution toward ‘Planting for the Planet’ for every purchase of […]
New cruise options spearhead stacked APT 2025 program
APT has launched its Australia 2025 program, showcasing two brand-new cruising experiences and a $5m refurbishment to APT’s exclusive Mitchell Falls Wilderness Lodge. The highlight of 2025 is Seabourn Pursuit, a purpose-built ultra-luxury ship offering all-veranda suites, exceptional dining, and a dedicated Expedition Team for an unparalleled exploration along the Kimberley coast. Also debuting in […]
Travel Weekly announces a new team to helm Australia’s No.1 travel trade title
Some shameless self-promotion from us, but we thought you needed to know who's bringing you the news.
IHG reveals plans for Brisbane’s first Kimpton in 2028
Just another reason to book that trip to Brisvegas. But don't jump the gun, it's not open until 2028.
Cruiseabout’s first store in five years opens in Perth
Perth gets a break from being behind the rest of the country with the addition of the first Cruiseabout store.
ATAS complaints process acknowledges non-economic loss
A High Court case win over 'disappointment and distress' on a cruise gone wrong prompts ATIA complaints change.
Cunard previews new Queen Anne
Yep, this one does exactly what it says on the tin.
Bunnik Tours unveils latest expansion to Iceland
Just as the Icelandic vikings did many years ago, Bunnik is expanding into new territories.
Australia’s first glamping retreat turns 25
25th anniversary gifts usually come in silver. Ours comes in the way of a news story.
Embrace the journey: Traversing the world with the Shokz OpenRun
If you’ve been on the wrong side of a final call in the airport, or missed the stop on rail journey, it might be time to invest in a pair of Shokz OpenRun headphones. Originally marketed as headphones for fitness fanatics, runners or cyclists with a keen to steer clear of a prang with a car, […]
Tourism Western Australia MD Carolyn Turnbull departs
Turnbull hints her new role will see her staying in the tourism and hospitality industry and who can blame her?
DriveAway launches Brit-Euro Blitz campaign
If agents can put the foot down quick enough and get involved, there are some great prizes to be won.
Fly and Stay Free with the Great Southern
Unlike those dodgy scam phone calls you're getting more and more of, there's no strings attached to this deal.
Sober travel and TikTok guide Australian Gen Z trips
Can you call it a sober holiday if you enjoy a few glasses of red on the flight? We think yes.
Travel DAZE Exec Agenda REVEALED: top execs to speak on airline competition
As the industry reels from Bonza's implosion, it is more important than ever to ask the big questions.
TTC: Deals are driving up demand for September trips
The latest market research from TTC Tour Brands shows interest in international leisure travel remains high for 2024, with 77 per cent of Australians over 18 still planning trips this year. Notably, 28 per cent of those travellers are eyeing September for their journeys. Europe continues to be the most popular destination, with 68 per […]
Skroo says Rex will need deep pockets to fill lost Bonza slots
The door is open for Rex, and anyone else who wants to launch a regional Aussie airline...
Sno’n’Ski Holidays unveils 2025 mega famil to Colorado!
Let the games begin - this is certainly not a famil that you will want to miss!
Walk Japan launches Kyoto: Mountains to the sea walking tour
There are two types of people, one who enjoys walking on holiday and another who enjoys sipping Mojitos by the pool.
Which destination had a 48% boost in bookings following 10 MILLION TikTok views?
Here's a clue: it's not Malabar Beach.
Asher Telford appointed General Manager of SeaLink Whitsundays
Telford has plenty of reasons to smile after SeaLink doubles down and makes him GM after buying his tourism operation.
Qantas ‘working urgently’ to fix app data leak
Qantas is looking into customer reports that passengers have this morning been able to access other passengers’ personal information on the airlines app. X user Lachlan posted that he was able log into different accounts every time he opened the app. My @Qantas app logs me in to a different person each time I open […]
Hilton Expands Presence in North Queensland with the signing of Hilton Garden Inn Townsville
Heading to a North Queensland Cowboys clash? Hilton Garden Inn Townsville is set to open, but not until 2026.
Rail Europe ANZ: making dream journeys come true
Rail Europe's running a lottery! You're not going to win millions, but you might just snag a free holiday.
Bonza’s future on knife edge
It would seem a long road back from here, perhaps a knife's edge is too much credit.
Revamped Wailoaloa Beach hotel opens as Crowne Plaza Fiji Nadi Bay Resort & Spa
Crowne Plaza Fiji Nadi Bay Resort & Spa is open and ready for bookings after the first phase of a multi-million-dollar transformation. Part of IHG Hotels & Resorts’ premium collection, the transformation has seen the completion of 106 guestrooms showcasing contemporary interiors reflective of the premium Crowne Plaza brand and is a first for the […]
Nielsen Data reveals brands spending big to attract Aussie tourists
Trip A Deal, Virgin and Ignite Travel walk into a bar, blow their cash on travel advertising instead of the pokies.
Kamalaya Koh Samui clinches clutch of wellness awards
Kamalaya Wellness Sanctuary & Holistic Spa has so far clinched five prestigious awards in 2024, including being inducted into the ‘Hall of Fame’ at the World Spa & Wellness Awards in London. Founders of the Koh Samui sanctuary and spa John and Karina Stewart expressed their heartfelt gratitude for the awards. “We are profoundly honoured […]
Jetstar offers 200,000 return for free flights to celebrate 20th anniversary
Jetstar hits 20 and everyone else gets the presents with free return flights to domestic and international destinations.
Amora Hotels & Resorts set to double APAC portfolio, announces new Sydney office
Staff in the new Sydney office have been welcomed by a week of rain on the forecast.
RIU opens Chicago hotel and rooftop bar a few steps from the world-famous Magnificent Mile
Rooftop cocktails hold a dear place in your heart? Look no further than RIU Chicago.
How can travel agents best sell cruises? Uniworld’s Alice Ager tells all: Travel Weekly TV
Agents, you don't want to miss this. Yes, that's the case with everything in the newsletter, but we really mean it here!
South Africa bookings are back in action
It's a wrap! South Africa in the news with resumed flights, film fest and booking tech.
Agents’ chance to score free spot on Intrepid trip to Antarctica
This is the trip of a lifetime, even if you are scared of the cold!