PHOTO: One of Scenic's "Space-Ships" sails on the Moselle River. (Courtesy of Scenic Cruises)
Australian company Scenic Tours began operating river cruises in 2008 and quickly gained a following among U.S. travelers. Although known as Scenic Cruises in this country, the river voyages were still found online under ScenicTours.com.
Now, as the river cruise component has taken off, the company is changing its name to the shorter and simpler Scenic. A year of research found that Scenic Tours no longer accurately reflected the company's business, and using the name Scenic Cruises in the U.S. didn't reflect the company's huge tour offerings.
"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," company Chairman Glen Moroney said. "In that time we've come to define who we really are."
Scenic has a new black-and-gold logo, which is rolling out across parts of the business, from documentation to on board the European fleet of the "Space-Ships," which have been rebranded.
Though not visible yet on the U.S.-facing website, the changes will continue over the next few months across the website, brochures, press and advertising. The company said travel agents will receive information about the rebranding.
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