Filming our new Cruise Miles advert with Sally Gunnell

In August last year, we proudly welcomed Olympic champion Sally Gunnell OBE as the new Cruise Miles® Ambassador for ROL Cruise.

Known for her drive, warmth and passion for inspiring others, Sally embodies so many of the values that sit at the heart of our Cruise Miles programme - rewarding loyalty, celebrating achievement, and always looking ahead to the next adventure.

Bringing Sally into the ROL Cruise team marked the beginning of an exciting new chapter. And as the year unfolded, one of the most ambitious projects soon took shape: creating our brand-new television advert, designed to showcase what Cruise Miles truly means to our customers.

From concept to creation

To bring this vision to life, our team partnered with Motus TV, a production company specialising in compelling storytelling and dynamic broadcast campaigns. Motus developed four unique storyboards, each exploring a different angle for promoting Cruise Miles.

The ROL Cruise team reviewed the four concepts in detail, discussing how each one communicated the value of Cruise Miles. After careful consideration, one storyboard stood out above the rest: “Miles That Mean More.”

This concept captured everything we hoped to communicate: that Cruise Miles is not just a rewards programme, but a gateway to experiences, memories and moments that matter.

With the creative direction finalised, planning began in earnest - locations, logistics, schedules, and, of course, working closely with Sally to craft a message that felt sincere, natural and distinctly ROL Cruise.

Lights, camera, action

Filming took place in Manchester, bringing together a mix of ROL Cruise and Motus talent to ensure the day ran smoothly. Representing ROL Cruise were Helen, Georgie and Olivia, who joined the Motus production team and Sally herself for a full day of filming.

From the early-morning set-up to the final take, everything ran smoothly. The team watched the storyboard transform from sketches on a page into beautifully shot scenes.

Jonny Clarke, Creative Director, Motus TV, said: “With Miles That Mean More, our goal was to craft a cinematic, emotionally resonant story that brings together Sally Gunnell’s iconic grace and the trusted luxury of ROL Cruise. On the day of filming, everything came together seamlessly. Sally was a true professional, and the ROL team brought great energy to the set.”

Behind the scenes, Sally brought her trademark energy and warmth to every frame. Whether delivering lines, testing camera angles or recording voiceovers, she was a natural fit - not only for the screen but for the spirit of the campaign.

Sally said: “It was a great day filming with the brilliant team at ROL Cruise to create their new television advert for 2026. I was so excited to see how it came to life on the screen and share with everyone how important it is to book that holiday!”

A special celebration at Head Office

The excitement didn’t end when filming wrapped. On the 16th of December, Sally joined us at ROL Cruise headquarters for a special celebration with our co-owners. The visit offered a chance to meet Sally in person, hear about what her ambassadorship means to her and what it was like to work on the television advert.

The afternoon concluded with a premiere of our new television advert (complete with popcorn!), giving our co-owners the first exclusive look before it reaches screens nationwide.