Scenic Rebrands to Reflect Global Presence

In a move to simplify its marketing efforts, Scenic rebrands and announces bold plans for the future By: Marilyn Green
Scenic has rebranded as a nod to its global presence. // © 2015 Scenic
Scenic has rebranded as a nod to its global presence. // © 2015 Scenic

The Details

Scenic Cruises/Tours has simplified its name to Scenic, changed its logo, created new URLs for its websites and switched to black and gold colors, in a move to acknowledge its current global presence.

Scenic was founded in 1989 by chairman Glen Moroney, who at the time was a domestic coach touring operator in Australia. Now, Scenic is a luxury travel company cross-pollinating its tours and river cruises with innovations such as the GDS-based Tailormade personal touring device. It’s also indeed a global entity with sales offices in Australia, New Zealand, Canada, the U.K. and the U.S.

The company has been known as Scenic Cruises in the U.S. and Scenic Tours elsewhere, and neither name quite reflected its vertical integration. So, after a year of research and development, the new name and signature materials were unveiled.

Scenic is a presence to be reckoned with: The company recently christened its 11th ship, Scenic Jasper, with a 12th vessel coming in June and five more newbuilds scheduled for 2016. Next year, Scenic Amber will sail the Rhine, Main and Danube rivers; Scenic Azure will launch on Portugal’s Douro River; Scenic Spirit and Scenic Zen will explore the Mekong River; and the Scenic Explorer will cruise on Burma’s Irrawaddy River.

In addition to its river cruises in Europe, the company offers all-inclusive escorted tours in Europe, Australia, New Zealand, the Americas and elsewhere. In 2016, the company will expand its river cruising offerings with sailings on the Mekong, Irrawaddy and Douro rivers.