TORONTO — Trafalgar’s first major river cruise brand campaign following its April 2026 debut on Europe’s waterways includes an incentive for travel advisors.

The new campaign, ‘Sail A Great Story,’ is designed to build awareness, drive consideration and inspire future travellers through the people, places and cultural connections that define the Trafalgar river cruise experience, said Melissa DaSilva, Deputy CEO and Chief Sales Officer, TTC Tour Brands.

Running June through September 2026 across multiple channels, the campaign marks the next phase of Trafalgar’s river cruise expansion.

DaSilva said the campaign builds on strong first-year demand for the company’s inaugural sailings across Europe on Trafalgar Reverie and Trafalgar Verity.

“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 DaSilva. “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.”

TRAVEL ADVISOR INCENTIVES

Through July 31, 2026, Canadian travel advisors who book clients on eligible Trafalgar river cruise sailings can earn a Cdn$150 e-gift card per qualifying passenger on new bookings.

The incentive is designed to support advisor bookings during the campaign window.

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.

In addition, 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.

More details about Trafalgar’s river cruises, plus downloadable campaign videos to share with their clients, can be found at agents.ttc.com.

Lead image caption: Trafalgar Reverie’s Piano Bar