Where Are Viking Cruises Adverts Filmed?

The most recognisable location in Viking Cruises' UK advertising is Highclere Castle in Hampshire, the Victorian Gothic estate famous as the main setting for the television drama and film series, Downton Abbey. Viking's commercials frequently use sweeping shots of the castle to connect its brand with British heritage. However, the company's advertising portfolio is diverse, also featuring iconic European river cities and the dramatic natural landscapes of its ocean cruise destinations.

Highclere Castle: The ‘Real Downton Abbey’

Highclere Castle, the private home of the Earl and Countess of Carnarvon, serves as the centrepiece of Viking's UK brand association. The formal partnership began in 2014, leveraging the global popularity of Downton Abbey to attract a key demographic of travellers interested in British history and culture. The cruise line’s adverts, such as the 'Downton: Highclere' commercial, use the castle's grandeur to signal a travel experience rooted in cultural enrichment.

The collaboration goes beyond simple filming rights. Viking offers guests exclusive 'Privileged Access' experiences at the estate, which are often available as extension packages on select itineraries. These tours, co-created by Viking's Executive Vice President Karine Hagen and the Carnarvon family, provide behind-the-scenes access that is not available to the general public. The partnership has deepened over the years, with Viking sponsoring the development of a new contemporary events space, The Viking Pavilion at Highclere Castle, to host future guest experiences and help preserve the historic site.

Karine Hagen: The Face of Viking’s Adverts

Many of Viking's television adverts feature Karine Hagen, the company's Executive Vice President of Product. As the daughter of Viking's founder, Torstein Hagen, she is widely recognised as the face of the brand in its advertising and cultural films. Her on-screen presence aims to provide an authentic and personal connection to the destinations, guiding viewers through locations and experiences. Beyond appearing in commercials, Hagen is directly involved in product development, including the creation of the unique excursions at Highclere Castle.

European Waterways: Cities as Cultural Icons

For its river cruise commercials, Viking prominently features historically significant cities along Europe's major waterways, primarily the Rhine and the Danube. Cities such as Cologne, with its landmark cathedral, and Budapest, the 'Pearl of the Danube', appear regularly in promotional materials. These locations are chosen for their immediate recognisability and their ability to represent the cultural depth of popular itineraries like the 'Rhine Getaway' or 'Danube Waltz'. Adverts often show Viking's Longships docked centrally in these cities, allowing guests to step directly ashore to explore.

Ocean Voyages: Showcasing Dramatic Natural Landscapes

Viking's ocean cruise advertising shifts focus from urban landmarks to expansive natural scenery. Norway, the company's ancestral home, is a frequently featured destination. Commercials and promotional videos highlight the dramatic landscapes of the Norwegian fjords, the historic Bryggen wharf in Bergen, and voyages that cross the Arctic Circle. The visual strategy for ocean cruises is to showcase the scale and beauty of the destinations, appealing to travellers interested in exploration and nature. These adverts often depict serene scenes of ships navigating through majestic, deep-cut fjords and past rugged coastlines, emphasising the comfort and unique perspective offered by a cruise.

UK Focus: Cultural Partnerships and Contact

To strengthen its brand presence in the United Kingdom, Viking has established partnerships with several key British cultural institutions. These include being a corporate partner of the British Museum and a supporter of the Royal Academy of Arts. This strategy aligns the cruise line with respected centres of art and history, reinforcing its marketing message of cultural enrichment.

For UK customers, Viking provides dedicated contact channels for enquiries and bookings. The official telephone number for general enquiries is +44 208 780 7998, with +44 208 780 7900 available for more specific queries, such as flight arrangements or managing an existing booking. All bookings should be made through the company's official UK website.