The river cruise line formerly known as U by Uniword has a new name and some new themes to help its rocky road to finding a millenial audience. It’s now to be called U River Cruises to emphasize that ‘it’s not your father’s cruiseline.’
Along with the new name, the line, temporarily down to one ship, is launching some new and ‘out there’ cruise themes, including a drag queen cruise and a tattoo cruise. Originally, U’s attempt to gain a millenial audience relied more on disco parties, yoga and ‘hip’ nightlife.
In its first year, it relented on its focus on 18-30 year-olds to fill the boats, but is apparently determined to try again. The new themes will be on the ship named A; B is out of service this summer, switching over from operating on the Seine. It will join B in central Europe next summer.
The U in Drag cruise will feature celebrity drag queens who have appeared on Ru Paul’s TV drag show, and will include performances on-board, an in-port bar crawl and drag makeup lessons. The tattoo cruise, which features well-known tattoo artists and tattoo models as well as a tattoo-parlor crawl, will have a contest to win a free tattoo.
