The
Australian company known as Scenic Cruises in the
U.S. and Scenic Tours in Canada has rebranded as Scenic.
The
rebranding is part of a 12-month project to find a better way to define the
company. “Scenic Tours was no longer perceived as an accurate description of
the company’s extensive product offering … and differentiating by using the
name Scenic Cruises in the USA didn’t reflect the company’s vertical
integration, with its huge tour offerings,” the company explained in a release.
Scenic
was founded in Australia by Glen Moroney in 1986 and has evolved from a
domestic coach tour operation to a global travel company, including a 7-year-old European river cruise business that with the launch of two new
vessels this year — the 169-passenger Scenic Opal and Scenic Jasper — will
consist of a 12-vessel fleet in Europe.
With
the name change comes a new logo and a new black and gold color palette. The
new branding has been implemented on documentation and onboard the European
river fleet. The changes will
continue over the next few months across the company’s websites, brochures,
advertising and marketing events.