Leading luxury travel company Scenic last night celebrated the official transformation to the new brand.
After announcing the rebrand last month, Scenic has been rolling out its new look across all platforms including print advertising, website, social media, and the first brochure in the new design which launched last Friday for the 2016 Europe River cruising program.
The rebrand represents one of the most significant milestones in Scenic’s history and sees a new creative direction for the travel company which has seen rapid global expansion in the recent years.
Michelle Black, GM Sales and Marketing, commented: “The purpose of this project was very much to revitalise the brand on a global level and to continue to drive business growth. We want to be more than a travel company; we want to become a global luxury lifestyle brand. To do this we need to go beyond what people want to buy from us and explore what people want to do through us and, of course, people want to see lots of amazing things, they want to see wonder.”
The evolution of the brand has stemmed from this concept of wonder and the mantra which underpins the brand; never lose your sense of wonder.
The brand story tells of a company that helps their guests experience and discover wonder throughout the world, starting 29 years ago when founder Glen Moroney travelled the Great Ocean Road for the very first time. Glen wanted to share that wonder moment and experience with others and so Scenic was born.
Michelle added: “Everyone at Scenic is a curator of wonder and each staff member has a role in creating wondrous moments for our guests. Our cruises and tours don’t just happen by magic, there’s an art in what we do. We are very much a handcrafted business, from how our chefs prepare a dish to the intricacies of the designing of our journeys. Our journey designers who go to the nth degree to create wonderful experiences for our guests, and who are so much more than product managers.”
The new campaign, Wonders Never Cease, will commence this Sunday (10 May) with the launch of a new TVC shot in Europe on board Scenic’s recently launched next-generation Space-Ship, Scenic Jasper. A campaign microsite – scenicwonders.com.au – also showcases Scenic’s luxury river cruise offering and plays homage to just some of the people who bring their handcrafted approach to the business.
The next phase of the brand rollout will see the launch of Scenic’s ‘Ever Wondered’ sessions next month followed by a series of loyalty events nationwide and the redesign of the quarterly Scenic Club magazine.
Commenting on what is next for Scenic, Michelle said: “Next year is going to be big as we further develop our global product offering. We have five new ships launching in three new destinations, which is our most diverse year yet in terms of new destinations.”