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Scenic Tours/Cruises rebrands as, simply, 'Scenic'

Short and sweet, new black and gold color palette
Luxury travel company Scenic Tours/Scenic Cruises unveiled its new name—Scenic.

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 that better reflect its focus and resonated more strongly with consumers and travel agents.

'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,' said chairman Moroney.

With the name change comes a new logo and a refreshed color 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 television advertising and events.

Agents will receive extensive information about the rebrand.

Moroney added the company has grown exponentially and now has a 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,' he said.