Silversea Cruises has embarked on its first international TV advertising push.

The aim of the multi-channel ‘to the curious’ campaign is to encourage travellers to rediscover the world “with renewed passion”.

The promotion includes print, digital, and social media, while the 30-second advert will appear on major national television networks and streaming platforms in the US and the UK from 27 before rolling out in markets around the world.

Silversea collaborator and photographer Steve McCurry features as the commercial’s protagonist,

Silversea chief commercial officer Barbara Muckermann said: “Silversea is facing its greatest expansion ever. 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.

“Our television 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 breath-taking selection of images shot by Steve while he was travelling with us. These images are an invitation, almost, though there is hardly a need for one. People are ready to go.”