Colchester, Essex: ROL Cruise has launched its brand-new national television advert, Miles That Mean More, bringing the Cruise Miles® loyalty programme to screens across the UK throughout January 2026.
The new campaign, which stars Olympic gold medallist and Cruise Miles Ambassador Sally Gunnell OBE, first aired on Saturday, the 3rd of January and will run until Saturday, the 31st of January 2026. The advert will feature across 23 television channels, including ITV, ITV3, Channel 5 and U&Gold.
Created in partnership with Motus TV, the campaign was selected from four original creative concepts pitched to ROL Cruise. Miles That Mean More was chosen for its cinematic and emotionally resonant storytelling, pairing the iconic strength and grace of Sally Gunnell with the trusted luxury and expertise of ROL Cruise.
The advert presents loyalty as something meaningful - not just earned, but celebrated. Through elegant visuals, cinematic pacing and refined motion graphics, the film invites viewers into a story of transformation, where every mile travelled unlocks something greater. The narrative positions ROL Cruise not simply as a provider of cruise holidays, but as a trusted partner in every customer’s personal voyage.
Sally Gunnell’s presence brings authenticity and aspiration to the campaign. Her story of dedication, achievement and resilience mirrors the values behind Cruise Miles - a programme designed to reward loyalty and enrich every journey.
The tone of the campaign reflects ROL Cruise’s belief that loyalty should feel rewarding - reinforcing the Cruise Miles promise that every booking brings customers closer to something more.
Helen Pilgrim, Marketing Manager, ROL Cruise, said: “This campaign is incredibly special for us because it brings the heart of Cruise Miles to life. Miles That Mean More recognises loyalty in a way that feels meaningful and personal.
“Working with Sally Gunnell has allowed us to tell that story with authenticity, inspiration and trust, and the advert perfectly reflects what Cruise Miles stands for. It represents a significant moment for ROL Cruise, as we continue to invest in rewarding our customers and strengthening long-term relationships."
The launch of Miles That Mean More marks another significant milestone for ROL Cruise as it continues to invest in brand storytelling and customer loyalty, following a year of major achievements, including ranking as the second-best UK company to work for.
The advert is supported by an integrated marketing campaign across digital, social, editorial and customer communications throughout January and beyond.
