"Sail A Great Story": Trafalgar launches first river campaign with trade incentive

Trafalgar has launched its first major river cruise brand campaign, “Sail A Great Story,” designed to build awareness, drive consideration and inspire future travellers through the people, places and cultural connections that define the Trafalgar river cruise experience.

Running June through September 2026 across multiple channels, the campaign marks the next phase of Trafalgar's river cruise expansion, shifting the focus from product introduction to the immersive experiences and authentic local perspectives guests are discovering along Europe's waterways.

The campaign builds on strong first-year demand and meaningful guest experiences on inaugural sailings across Europe on Trafalgar Reverie and Trafalgar Verity, the company said in a press release.

“Trafalgar is a name travellers already know and trust, and by bringing more travellers into the river cruise category, we're giving our travel advisor partners a new audience to convert into bookings," said Melissa DaSilva, deputy CEO and chief sales officer, TTC Tour Brands, in a press release.

"Every great trip starts with a great story, and this new campaign is about sparking interest among prospective travellers to create their own with Trafalgar, showing them what it means to discover Europe from a perspective only the river can provide, and inspiring them to reach out to their advisor and start planning."

Advisor incentive

To support advisor bookings during the campaign window, Trafalgar is offering a travel advisor incentive through July 31, 2026.

Canadian advisors who book clients on eligible Trafalgar river cruise sailings can earn a CAD$150 e-gift card per qualifying passenger on new bookings.

Bookings must be made, deposited, and submitted with promo code TR26EARN during the incentive window.

Earning is uncapped, allowing advisors to accumulate the incentive across multiple qualifying bookings, while helping clients secure savings on select sailings.

The top-selling advisor in North America during the incentive period, with a minimum of five qualifying passenger bookings, will win an air-inclusive trip on the inaugural sailing for Trafalgar Dreamer, formerly known as Trafalgar Harmonie, on the Best of the Seine with Paris & Normandy sailing, departing April 18, 2027.

Travel advisors can download campaign videos to share with their clients and learn more about Trafalgar’s river cruises at agents.ttc.com.

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