Scenic’s new 2017 Europe River Cruising campaign – The Difference is Scenic, will commence this Sunday (15 May) with the launch of a new 90 second TVC shot in Europe on board the recently launched next-generation Space-Ship, Scenic Amber.
Continuing on from last year’s campaign entitled Wonders Never Cease, which coincided with the brand relaunch, the new TVC gives a clear insight into what differentiates Scenic from its competitors in the luxury river cruise market. Cleverly shot from the point of view (POV) of a Scenic guest on board, it brings to life their Scenic river cruising experience.
The campaign aim is to address what makes Scenic different, and highlights the many premium inclusions Scenic guests can enjoy throughout their cruise with the luxury award-winning travel operator, including top shelf beverages, butler service, exclusive Scenic Enrich experiences and extensive onshore activities.
Talking about the campaign, Mike Kaye, Scenic’s Creative Director, commented: We anchored this central concept by developing a POV script which gives an almost virtual reality experience of a river cruise with Scenic. The viewing audience sees the luxury Europe river cruise through the eyes of an almost unseen man as he arrives and boards the Scenic Space-Ship with his wife. The important part of the overall communication is the personable and engaging voice-over narration of our unseen man.”
In addition, a 30 and 60 second TVC showing support for its top tier Diamond Specialist Agents will also run for one week starting on 22 May. Leveraging brand ambassador Catriona Rowntree as the voiceover, these tailored TVCs have been created to help agents by driving Scenic footfall in store.
Michelle Black, GM Sales and Marketing, commented: “We are really excited by this campaign as it allows us to focus on all the key elements of our river cruise product offering that make us stand out in a sea of sameness. And we are delighted to be able to support our top tier agents and further demonstrate our commitment to them and reward their efforts in selling our product. We really value their ongoing support and this is just one of the many ways we contribute to their marketing efforts.”
The Difference is Scenic campaign has begun rolling out through press and will also feature online and in cinema.