American Queen Voyages has taken to the road to spread the good word: In addition to celebrating its 10th anniversary, the former American Queen Steamboat Company has reimagined itself, creating a new overarching name and enhancing its portfolio to be more inclusive of its various branches.
Now comprised of American Queen Voyages River, American Queen Voyages Lakes & Ocean (formerly Victory Cruise Lines) and American Queen Voyages Expedition, the line’s new branding is meant to create a more cohesive product offering — all under the iconic American Queen name — for greater clarity among both travel advisors and guests. The line’s trademark red paddlewheel will further unite the brands, serving as a logo that nods to American Queen’s history and heritage.
During a recent meeting, Michael Hicks, director of marketing communications for American Queen Voyages, said that the company saw “great response” from advisors during a just-concluded U.S. roadshow, where he said they were joined by more than 100 agents in some cities.
Hicks and Kari Tarnowski, senior vice president of marketing, sales, revenue management and guest experience for the company, noted that now feels like the perfect time to introduce the new branding and company structure, as travel is picking back up and the COVID-19 pandemic has renewed interest in domestic and closer-to-home travel.
"Historically, our trips have been a bucket-list experience, but we don’t want them to be,” Tarnowski said. “We want to let people know about everything that’s here [in the U.S.] and connect them to it.”
American Queen Voyages will use the iconic red paddlewheel as a branding element, paying homage to the company’s heritage.
Credit: 2021 American Queen VoyagesAmerican Queen Voyages Expedition is another exciting development for the company, with a new expedition ship setting sail in Alaska in 2022. In addition to offering a high number of Zodiacs and kayaks on the ship for enriching exploration of the region, Hicks notes that scientists from California Polytechnic State University (Cal Poly) will be onboard conducting research, which guests can observe.
Through its lake and ocean arm, meanwhile, American Queen will sail immersive cruises around Mexico’s Yucatan Peninsula, starting in January. Itineraries will include a land portion, so guests can visit iconic regional sites such as Chichen Itza as part of their trip. American Queen Voyages Lakes & Ocean will also continue to visit Canada, the Great Lakes and New England and the Eastern Seaboard.
Among all American Queen’s segments, immersive experiences will be a main focus, as evidenced by the new tagline, “Discovery Runs Deep.”
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American Queen Voyages
