Viking celebrated its decade-long partnership with Highclere Castle, the real-life setting for Downton Abbey, with exclusive premieres of Downton Abbey: The Grand Finale film for valued travel partners in Brisbane and Melbourne on 10 September 2025.
Around 80 travel advisors and their partners across the two cities donned their best 1930s finery to celebrate the latest in the popular film and TV franchise, paying homage to the era on screen in style.
The cruise company partnered with Universal Pictures Australia as a corporate sponsor to promote the third and final movie, building on its longstanding relationship with Highclere Castle in Hampshire, the home of the Earl and Countess of Carnarvon, since 2014.
Lady Carnarvon is the godmother of Skadi and Mars, while Lord Carnarvon was named the cruise line’s first godfather for Osiris in 2024, followed by their son, Edward Herbert, for Hathor last year.
Thanks to the cruise line’s close ties with the Carnarvon family, Viking offers an exclusive glimpse of life at Highclere Castle through pre- and post-land extensions, including the Oxford & Highclere Castle and Great Homes, Gardens & Gin extensions.
Guests on select river and ocean voyages can enjoy Privileged Access experiences at the Victorian Gothic-style estate by adding an extension to their cruise itinerary.
The cinematic experience brought the esteemed estate setting to life, showcasing what guests can expect on these curated land extensions.
Viking ANZ Managing Director Michelle Black said Viking’s partnership with Highclere Castle has been a highlight for the brand since it began in 2011.
“It all started when we sponsored the MASTERPIECE series in the UK, which really helped put Viking on the map. Then, in 2014, our relationship grew even deeper with our guests getting a special chance to experience Highclere Castle firsthand through our exclusive Privileged Access excursion,” she said.
“We truly enjoy working together with our partners to create unique and memorable travel experiences that stand out from the usual. Giving our guests rare opportunities or behind-the-scenes access helps us build meaningful connections by offering exclusive money-can’t-buy experiences.
“These behind-the-scenes, after-hours tours are a favourite among our guests, offering a truly unique glimpse into life at Highclere Castle, which is a key aspect to the Viking way of travel,” she said.
At the Brisbane event, Clean Cruising noted film and TV influence a significant share of destination choices with a spike in interest for locations such as Ireland, Malta and Croatia (Game of Thrones), Egypt (Death on the Nile), Paris (Emily in Paris), and Sicily, Thailand and Hawai’i (The White Lotus).
The Clean Cruising team said: “While these may not necessarily be the primary reason for visiting these destinations, they remain one of the influences in decision-making. More guests are choosing to extend their trips, keen to explore further and connect more deeply with the stories behind the screen.”
“We’ve seen increasing interest from clients in extensions to Downton Abbey locations, particularly Highclere Castle. Viking’s Extensions are a popular way to do this, and the Filmography List adds an extra layer of enrichment by highlighting how each destination has featured in film and television.
“Guests are drawn to Viking for many reasons, and the carefully curated extensions are a big part of the appeal.”
Of the long-term association, Lady Carnarvon said: “For over a decade, it has been a pleasure to open our doors to Viking guests and truly provide Privileged Access, sharing with them the stories, traditions and treasures that have made this estate special for more than 300 years.”
“The personal and professional ties run deep – our longstanding relationship is rooted in a shared devotion to heritage, culture and the enrichment that comes from genuine exploration.”
Black added that, as well as immersive firsthand experience of Viking’s river journeys and ocean and expedition cruises, hosting exclusive special events in Australia and New Zealand continues to forge mutually beneficial bonds and ongoing engagement with valued travel advisors.
“These culturally immersive events are a great opportunity for Viking commercial managers to host and connect with travel advisors,” she said.
“It’s really helpful for our team and advisors to meet up regularly in a relaxed, informal setting. This way, they can get to know the Viking way better, offer support to each other and build long-term relationships that benefit everyone.”
See more of the red-carpet social style via Karryon‘s Facebook page.
Find out more at viking.com/highclere
