Emerald’s brand launch
EMERALD Waterways will become a stand-alone brand in the Australian market from next month, parent company Scenic Group has revealed (TD breaking news).
Emerald Waterways has been marketed under the Evergreen Cruises and Tours brand since 2014, with guests booked through Evergreen, but travelling on Emerald ships.
Evergreen Director - Sales, Marketing and Product Angus Crichton told Travel Daily the move would set up Emerald Waterways and Emerald Yacht Cruises to be one-stop brands for small ship cruising.
“Not only would you be able to do small ship cruising on the rivers, but with the start of Emerald Yacht Cruises with Azzurra which will be launching in 2021, you’ll be able to use one brand... and people feel comfortable with the one brand.”
He flagged the benefit of guests being able to deal with the one brand in the instance of linking river cruising and small yacht cruising, which he said could be possibility in the future.
“Very much like how Scenic works with its river cruising and Eclipse,” he explained.
Emerald Waterways will release its cruising brochure and new product in coming weeks, with agent phone numbers to remain the same.
Crichton said the move would be a transition, with Emerald to launch a new website soon.
He also reinforced that the brand would have the same commitment to travel agents, noting that it remained under Scenic’s ownership, it just hadn’t been marketed in Australia as a brand.
Evergreen Tours will continue to offer its land-based touring.
For more, CLICK HERE.