Scenic rebrands, drops ‘tours’

Scenic Tours rebrands with a new logo, and name.

After 29 years, the company has sought to drop the “Tours” from its well-known brand, now known simply as Scenic and adopt the tagline “luxury cruises & tours”.

The company website will also change to reflect its new name, www.scenic.com.au from May 1 and has kept marketing costs associated with the rebrand under wraps.

Scenic said the rebrand comes after an extensive 12-months when the name “Scenic Tours was no longer perceived as an accurate description of the company’s extensive product offering”.

The operator confirmed to Travel Weekly there would be no changes to the coach touring arm of its business, and the name change was made to “better reflect who we are now”.

“Many have dropped ‘Tours’ and abbreviated our brand name over recent years so we have unofficially been known as Scenic for a long time. We do not have any concerns that consumers/trade will no longer associate the Scenic Tours brand in the marketplace, and have extensive communications plans in place to ensure that both agents and guests understand our new brand and positioning,” a Scenic spokesperson told Travel Weekly.

Scenic Tours new look

Having evolved from a domestic coach tour operator in Newcastle to a “luxury global travel company”, Scenic said it needed a “name and positioning which better reflected the company’s existing focus and resonated more strongly with guests and agents”.

“We started out in Australia as a very different company 29 years ago. 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,” Chairman and founder Glen Moroney said.

The new logo using a palette of black and gold has already been implemented across parts of the business, from documentation and on board its European fleet of Scenic Space-Ships, which have been entirely rebranded.

The new brand will be progressively rolled out over months across its website, brochures, press and TV advertising and events, the company said.

“Agents will receive extensive information about the rebrand so they can continue to confidently sell Scenic to their clients,” Scenic said.

Despite “exponential growth in recent years”, Moroney “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”.

When questioned if the company had plans to expand its cruising business to own/operate larger ships suitable for ocean cruising, Scenic stated, “we are always looking for new opportunities”.

Scenic are set to christen the newest Space-Ship, Scenic Jasper at a lavish ceremony in Austria next week which Travel Weekly will be attending.

View the new brand launch video here.

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

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