Dentsu X has been appointed to handle the Scenic Group’s consolidated global digital media strategy, planning and buying accounts following a competitive pitch process.
The luxury tour operator, which offers river cruises, ocean cruises and land journeys through its Emerald Cruises, Evergreen and Mayflower brands, has established itself as a major international player in the travel sector over the past three decades.
Scenic operates 15 river cruise ships, offering trips in Europe and South East Asia as well as its purpose-built ocean cruise ship Scenic Eclipse, which provides cruises in the Americas, Europe, the Arctic, Antarctica, and the Norwegian Fjords.
Dentsu X’s has been briefed to manage the global transformation and growth of Scenic Group’s online presence, streamlining the brand’s international digital media offering.
The agency says this will be underpinned by deep consumer insight and Dentsu’s proprietary data and tools with the aim of transforming Scenic Group’s digital activity at global scale.
Scenic Group chief sales and marketing officer Anna Wolfsteiner said: “We are a business that is built on delivering unforgettable experiences for our guests and the next step of our development is to spread the word as far and wide as possible as we seek to engage with new audiences.
“Across our brands we offer activities that go beyond what is otherwise available elsewhere. We have ambitious plans for both Scenic and Emerald Cruises for 2023 and are sure the creative talent at Dentsu X will bring these to life online.”
Dentsu X UK CEO Beth Freedman added: “We are excited that Scenic Group has chosen to partner with Dentsu X. Our approach is built on creating relevant and meaningful audience experiences – to earn their attention, drive action and deliver business growth for our clients.”
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