Emer­ald’s brand launch

Travel Daily - - Front Page -

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.

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