Scenic Tours / Wonder
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The objective was to launch the new brand positioning and increase sales of Scenic’s flagship product, European River Cruising.
The perception was that all European River Cruises were pretty much the same and that ‘everything was included’. Scenic are the only truly ‘all inclusive’ experience and the most luxurious on the river. We needed to educate the market about how wonderful the Scenic experience really is.
After identifying a fundamental human truth – those who travel have an innate sense of wonder & enjoy the incredible world that surrounds us all. Our strategy was to ask potential customers to ‘never lose their sense of wonder’ by showing how … with every luxury imagined all-included on board a Scenic Space Ship … the Wonders Never Cease.
We created a launch TVC with many different retail variations, Radio Ads, online content highlighting all the wonderful features on-board the Scenic ‘Spaceships’, created premium brochures – around the fact you never have to pay for another thing.
