Viking Expands Cultural Marketing Partnerships

Viking Cruises has expanded its portfolio of marketing partnerships with the announcement of three new agreements with cultural institutions. The Woodland Hills cruise line has signed a tour sponsorship deal with Libera, an English boys choir; the Ballet Sun Valley festival in Sun Valley, Idaho; and an extension of its sponsorship of the Los Angeles Philharmonic at the Hollywood Bowl. The company previously announced agreements with National Geographic, PBS, TED, Metropolitan Opera, BBC, Highclere Castle and the Munch Museum. “Viking’s commitment to cultural exploration extends far beyond the walls of our ships,” Karine Hagen, senior vice president of Viking Cruises, said in a statement. “One of the best ways to explore a destination – whether at home or abroad – is through its music and cultural institutions.” Viking began as a river cruise line in Europe but has expanded to ocean cruises. The company’s marketing positions it as the “thinking person’s cruise” as an alternative to mainstream cruises, with smaller ships and more time in ports.