AmaWaterways has premiered its first national, multi-network television commercial, according to the company.

The commercial serves as an expression of the cruise line’s recently unveiled brand campaign, Journeys That Move You, and invites travelers to experience river cruising through a personal and emotional lens.

The spot celebrates the warmth, elegance and sense of discovery that define the brand’s approach to travel.

Through moments onboard and ashore, the commercial reflects what travelers value most: meaningful human connection, heartfelt service and the freedom to explore at their own pace.

The commercial follows two travelers, a mother and her adult son, journeying through Europe on an AmaWaterways cruise.

With a photograph from his parents’ earlier travels in the region in hand, the son sets out on a personal journey ashore, guided by the ship’s captain.

As he immerses himself in local life, sharing regional flavors, time-honored traditions and moments with locals, his experience reflects the freedom AmaWaterways gives guests to explore destinations in personal ways.

The story culminates in a moment back onboard, showing how travel can bridge generations through connection, cultural immersion and shared memories.

“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.”

Launching Feb. 6 and running through late June 2026, the brand’s commercial campaign will air nationally across broadcast television and premium streaming platforms.

Broadcast and cable outlets include NBC, ABC, HGTV, Food Network and Smithsonian Channel, while streaming and connected TV placements include Peacock, Hulu, Disney+, Paramount+, Roku, Tubi, Sling and Samsung TV Plus.

The campaign also features Olympic-aligned local amplification in select priority markets on NBC and Peacock.

The commercial marks the introduction of AmaWaterways’ newly refreshed brand.

AmaWaterways has also launched a redesigned website.