In may only be a little over a week since the rebranding, but people already have a lot to say about the new look and feel over at Scenic.
Although the change was originally announced mid-April, it wasn’t until last week that the industry and travellers were officially introduced to the new company.
From the renaming, which saw the operator drop the ‘Tours’ in its name; to a new black and gold logo; and an all new approach to marketing – it was a big leap, which has garnered a big response from the industry and clients.
And to put it bluntly, they are loving it.
According to Michelle Black, Scenic GM of Sales and Marketing, the official launch went ‘extremely well’ last week and so far the general feedback from agents and guests has been ‘very positive’.
Speaking to KarryOn, she said while the rebranding is a ‘huge departure’ from what the operator previously looked like, people have taken to the new look and feel because it’s more in line with what the luxury products the company was already offering.
“We now just look like the 5-star luxury travel brand that we always have been.”
Michelle Black, Scenic GM Sales and Marketing
“I don’t think anyone is surprised by us dropping the Tours to become Scenic, it makes sense now cruising is our main product.”
In addition to the name and logo change, the company has also realigned its promotions to portray the luxurious side of the company.
‘Wonders Never Cease’, the company’s new ad campaign, showcases the ‘wonder’ of travelling with the river cruise specialist.
Made up of print and video ads, the campaign brings to life the unique and luxurious experiences guests will experience throughout a Scenic itinerary.
Check out the TVC, which was shot in Europe on the newest ‘Space Ship’, Scenic Jasper, below.
Scenic Europe River Cruising 2016 from Scenic on Vimeo.
And that’s just the start of changes you and your clients can expect.
Michelle said owner Glen Moroney is continually innovating the line’s vessels.
Michelle (first on the right) with her team in Sydney at the official rebrand party in Sydney.
This year saw the addition of the vitality pool on Scenic Jasper, and an increase to the size of the Royal Panorama Suites.
She said the company is also looking at new ways to enhance itineraries, through Scenic Freechoice and Scenic Enrich programs.
“We will continue to do bring more ‘wow’ moments to our guests wherever we can – this could be from the moment they book through to when they return.”
Michelle Black, Scenic GM Sales and Marketing
For more information, the company is holding a special loyalty event for its Scenic Club members.
The event is held annual to not only thank them for their ongoing support, but to present new products for the year. This includes new ships and new destinations such as Portugal’s Douro Valley.
The event will travel around the country for loyalty evenings in each capital city.