While river cruising is still relatively new to the U.S. market, it has become one of the fastest growing segments of the travel industry. Viking River Cruises has grown its market share to a whopping 45% of the river cruise lines promoted to North Americans.
Their advertising in print media, through direct mail and most notably through PBS Masterpiece® sponsorship during Downton Abbey has stimulated awareness of river cruising and its opportunities for unique cultural experiences that reveal the history, culinary traditions and character of each destination.
With the increased popularity of river cruising, Viking has responded to the culinary demand for fine-dining experiences, local specialties, culinary demonstrations and wine tastings and cuisine focused shore experiences.
Viking River Cruises premieres “Episode 5 – A Culinary Journey” on Downton Abbey on Masterpiece® with this introduction:
“It’s been said that the best way to know a culture is through food. Food and wine are the windows into the traditions that form the essence of a country. It’s a way to experience the heart of faraway lands. And, it’s Viking’s privilege to share the world’s food stories with you. Viking Cruises proud sponsor of Masterpiece®.”