A-ROSA River Cruises is devoting its vessels exclusively to the North American market in 2013, according to David Morris International (DMI) which has been appointed as its marketing organization.

Established in 2000, A-ROSA operates river boat cruises throughout Europe on the Rhône/Saône, Rhine/Mosel/Main and Danube rivers.

DMI said it has been retained to manage the North American product launch, oversee operations and curate unique onboard experiences that appeal to the US and Canadian markets.

“In 2013, A-ROSA will be one of the most inclusive river boats in Europe by including complimentary alcoholic and non-alcoholic beverages throughout the ship, open dining, gratuities, a selection of shore excursions, roundtrip air from the US & Canada, ground transfers and taxes. This market is seeking an all-inclusive concept and A-ROSA will cater directly to their preferences,” said David Morris, president of David Morris International.

According to a press release, A-ROSA offers travelers an informed, intimate experience of Europe’s most beautiful riverside cities, villages and landscapes. The sleek, streamlined ships have been designed not only to ply some of the world’s historic and storied rivers, but to offer guests a true sense of luxury, comfort and a feeling of home-away-from-home.

The cruises will offer shore excursions to explore castles, country sides, vineyards and museums as well as some of the continent’s diverse cities from Budapest to Provence and everything in between. Itineraries are created specifically for active travelers seeking cultural adventures and an opportunity to delve more deeply into passions like food, wine, art, music, and history.

The 2013 itineraries targeted at North American travelers include 7- to 14-night sailings on the Rhône and Saône, the Rhine, the Danube, and a special tour of Amsterdam, Vienna, and Heidelberg for Christmas and New Year’s packages, many with tours of charming, internationally famous holiday markets.

Directing the sales efforts from DMI will be Executive Vice President Marilyn Conroy. She will be joined by Vice President, Business Development Joe Proto, a cruise industry veteran who held previous positions at Silversea, Delta Queen Steamboat Company and Royal Caribbean Cruise Lines. Overseeing marketing efforts is Judy Parker, senior vice president of marketing, formerly with Crystal Cruises. Maggie Mantia, senior vice president, charters, groups, meetings & incentives

"The A-ROSA brand, with its contemporary, casual sophistication is best designed for those who live an active lifestyle and look for the same during their leisure time,” said Parker. "The biggest challenge to overcome when selling a river cruise to a younger or middle-aged traveler is that they are afraid of being bored and not finding other guests in their same age group. That is now an issue of the past – today on A-ROSA, travelers can experience fine cuisine, great local wines & spirits, exceptional staff and have fun with like-minded individuals. This is the definition of contemporary sophistication."

A-ROSA River Cruises based in Rostock/Germany operates 10 modern river cruise ships on the Danube, Rhône, Saône, Rhine, Main and Mosel rivers.

A-ROSA was founded in 2000 by Seetours, a joint venture of P&O and DSR, and initially launched on the market with two river cruise ships (A-ROSA BELLA and DONNA) and an ocean cruise ship (A-ROSA BLU). When the Carnival Group took over the cruise ship business in 2003, the brand A-ROSA was sold along with the river cruise ships to DSR. The ocean cruise ship has been run under the AIDA brand since 2004.

DSR developed the A-ROSA brand on an ongoing basis, introducing new tonnage and new trip regions to establish the foundation for further expansion of the fleet. There was a management buy-out in spring 2009 and A-ROSA River Cruises was taken over by the two managing directors CEO Lars M. Clasen and COO Markus Zoepke. The rights to the brand A-ROSA are held by the company.