Specialist cruise and travel public relations firm PR42 is pleased to announce a new partnership with VIVA Cruises.

The agreement will see PR42 manage UK and Ireland press and publicity activities for the river cruise line, which operates across all key European river destinations.

Launched in 2018, VIVA Cruises has quickly established itself within the cruise market with one of the most modern fleets on the waterways and an all-inclusive offering. The operator has an international audience, of which more than 50% are English-speaking guests.

David Sanders, director at PR42, said: “We are thrilled to be partnering with VIVA Cruises as the brand continues its impressive growth within the river cruise sector. VIVA Cruises combines a modern fleet, contemporary onboard experience and strong all-inclusive proposition, making it a compelling offering for the UK market. We look forward to raising the brand’s profile and supporting its ambitions for further expansion and increased awareness among travellers and trade partners alike.”

Michelle Daniels, country manager UK & Ireland, Australia & New Zealand at VIVA Cruises, said: “I am delighted to partner with PR42 as we enter an exciting new phase of growth for VIVA Cruises across the UK and Ireland. Their specialised expertise and deep-rooted connections in the cruise and travel sector make them the perfect fit to tell our story. David, Rachel and Gary have a stellar reputation for delivering impactful coverage and their proactive approach will be invaluable in strengthening our commitment to the travel trade and driving major brand awareness.”