Scenic Tours and Scenic Cruises have rebranded under a new name: Scenic.
Scenic Tours was no longer perceived as an accurate description of the company’s extensive product offering, and differentiating by using the name Scenic Cruises in the U.S. didn’t reflect the company’s vertical integration, Scenic said in a release announcing the decision.
“We started out in Australia as a very different company 29 years ago,” said Chairman Glen Moroney. “Today, we’re a global company, with a unique perspective on all-inclusive luxury travel. In addition, we’re also specialists in river cruising – and we’re able to use our global travel know-how in ways that weren’t even possible just a few years ago. In that time we’ve come to define who we really are. We’ve also learned so much about our business and about how to continually improve our guests’ travel experience. Our offerings are now much more tailored and our experiences have become unique, handcrafted events. And, above all, we now have a much clearer idea of our mission – to help our guests discover the incredible wonder in the many locations we visit.”
With the name change comes a new logo and a refreshed color palette of black and gold. This has already started rolling out across parts of the business, from documentation to on board the European fleet of Scenic Space-Ships, which have been entirely rebranded. These changes will continue over the next few months across website, brochures, press and TV advertising and events. Agents will receive information about the rebrand to aid sales.
Moroney said, “We have seen exponential growth in recent years and now have a truly global presence with sales offices in Australia, New Zealand, Canada, UK and USA but at heart, we are still very much the same - a travel company with a passion for sharing our expertise in order to create lifetime memories for our guests.”