Leading luxury travel company Scenic Tours is changing and will be known as Scenic.The rebrand comes after an extensive 12-month project when the name Scenic Tours was no longer perceived as an accurate description of the company’s extensive product offering. The business, founded by Glen Moroney in 1986, has evolved from a domestic coach touring operator to a luxury global travel company and needed a name and positioning which better reflected the company’s existing focus and resonated more strongly with guests and agents.
Commenting on the rebrand, Chairman Glen Moroney sees this as a new era for the company: “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.
“In that time we’ve come to define who we really are. We’ve also learnt so much about our business, and about how to improve our guests’ travel experience. Our offering is now much more tailored. 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 colour 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 extensive information about the rebrand so they can continue to confidently sell Scenic to their clients.
Glen added: “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.”