Uniworld Boutique River Cruise Collection is making its television debut as the founding corporate underwriter of "Amanpour & Company," a nightly PBS series featuring CNN chief international correspondent Christiane Amanpour.

"Amanpour & Company," co-produced by CNN International and WNET, will debut nationwide in July. The program replaces Charlie Rose's syndicated show.

Uniworld CEO Ellen Bettridge said the new TV ads are a "bold, new direction" for Uniworld to increase brand awareness among PBS viewers. Bettridge also intends for the ads to strengthen the brand's partnership with travel agents.  

Christiane Amanpour
Christiane Amanpour

The ads will feature "beautiful imagery" and a call to action to contact travel agents to book a cruise, said Bettridge. "With ships on 23 rivers in 24 countries worldwide, their expertise is essential in matching the right itinerary to the right guest," she said.

She noted that Uniworld chose to make its television debut on PBS because its guests are aligned with the "curious, well-educated and affluent" PBS audience.

Uniworld's sponsorship of the nightly PBS series follows a growing list of river cruise lines that have inked sponsorship deals with PBS. This year, AmaWaterways committed to a two-year sponsorship of the public television show "Places to Love," hosted by travel expert Samantha Brown.

River cruise lines Scenic, American Cruise Lines, and Viking also have partnered with various PBS shows for increased exposure.   

JDS Travel News JDS Viewpoints JDS Africa/MI