Silversea cruises launched its first international television commercial with world-renowned photographer Steve McCurry as part of a multichannel advertising campaign that spans print, digital and social media.
The 30-second commercial will air on major national TV channels and streaming platforms in the US and UK from September 27th before launching in markets around the world.
The “To the Curious” campaign, conceived by Silversea Global Creative Director Jose Vuolo, aims to “invite curious travelers to rediscover the world with a new passion”.
In the ad, McCurry is in a suite on the Silver spirit write an open invitation to “To the Curious” in which he writes: “To all those who like to travel: It’s time. The world is opening again. Open to the world.”
McCurry and Silversea started a creative collaboration in 2017, and the award-winning photographer has made more than 25 trips with Silversea and captured more than 500 images of cultures and landscapes around the world.
McCurry said that “Silversea’s television commercial will resonate with those who share my passion for discovery.”
Vuolo said McCurry, “A born storyteller with the soul of an explorer … was the perfect subject for the commercial: Steve is a passionate traveler who is encouraged to seek out the most enriching moments in the world – much like our guests. “
“Silversea is facing its biggest expansion ever,” said Barbara Muckermann, Silversea’s chief commercial officer, in a statement. “But this growth coincides with a very special moment in travel history. The doors of the world were closed to us, now they are opening again and it is our responsibility as the leading luxury cruise line to rekindle our guests’ appetite for discovery and let them know that it is time to go back to explore to begin what is perhaps the greatest luxury of all right now. “
