Travel company Scenic to launch TV push as short film illustrates ‘luxury’ positioning
Travel company Scenic Tours is poised to launch a TV-led campaign as the company looks to position itself as a luxury brand in a cluttered market.
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Animation company The Magnificent Itch has created a short film for the relaunch which aims to illustrate the upmarket “hand crafted” nature of the company.
A 90-second version of the film will also be created.
Scenic, which operates coach trips and river cruises, has also dropped the word Tours from its branding after feeling it no longer reflected the breadth of product it offers.
Sales and marketing general manager Michelle Black said The Magnificent Itch “nailed the brief and creatively interpreted it to a tee”.
“We were over the moon with the results. It’s a beautiful animation, emotive, powerful and simple,” she said. “We used this as part of our rebrand launch communications and it has achieved us international recognition. We couldn’t have asked for more.”
The film features a “hand drawn look” which triggers “daydreams and memories of poignant moments and adventure”.
”The Scenic Tours marketing department gave us a great script and premise; to create something that reflected the hand crafted nature of the brand,” director Stefan Wernik said. “It was up to us to construct an animation that captured that feeling while launching the brand’s new design.
“Everyone in the team really excelled on this one, from the animators to the composer, I’m really proud of what they achieved.”
The film is part of a wider campaign that will be led by a 90-second TV slot. It will also be hosted on a new microsite.
