Viking Cruises is partnering with National Geographic to sponsor its new TV series, “Genius,” the story of Albert Einstein.
During the show’s premiere next week (on April 25 at 9 p.m. ET/PT on the National Geographic channel), Viking will launch a new brand campaign featuring its founder and chairman Torstein Hagen. Hagen also is also a physicist, and shares Einstein’s interest in the concept of time. In the commercial he refers to time as “the only scarce commodity” – and what better way to spend it than to travel?
Viking liked the idea of bringing “enriching offerings through art, history and exploration to audiences around the world, while also continuing to showcase The Viking Way of travel,” Hagen said. And “as a scientist, I have always been fascinated with Einstein and his work as a theoretical physicist."
The campaign debuts today and will roll out across marketing channels throughout the show’s 10 episodes.