On Friday 23rd November 2018, the esteemed Blue Train unveiled its elegant, new positioning to expand the brand to meet the growing needs of the discerning modern traveller. In addition, the enterprise launched its MICE (Meetings, Incentives, Conferences and Events) offering for businesses. The repositioning was launched at a formal gala dinner, designed to mirror a typical Private Charter aboard The Blue Train traveling on ‘A Trip to Nowhere’ in Pretoria.
“The Blue Train occupies a very special place in the hearts and minds of many in our country and around the world. Through the years, countless tourists to our beautiful country – from movie stars to presidents and prime ministers – have all sung praises of this singular asset to our tourism industry… It is vitally important, therefore, that we enhance The Blue Train’s iconic appeal to extend its market to further reaches – and target new markets in doing so,” says Transnet’s Acting Group Chief Executive, Mr. Tau Morwe.
Boschendal Wines provided the event with a range of our finest wines and MCCs. Guests dined from a menu designed for the sophisticated palate, while enjoying our premium 1685 vintages, including the 1685 Sauvignon Blanc and 1685 Merlot. The festivities soon called for bubbles, and guests were treated to our award-winning Jean Le Long, Grand Cuvée Brut Blanc De Blanc, Brut Rosé MCC and MCC Demi Sec.
Our Marketing Manager, Shirley Van Wyk says, “The Blue Train and Boschendal share similar values. Both brands are considered national treasures, whose opulence and excellence continues to not only stand the test of time, but also challenges and drives the category of luxury worldwide.”
The iconic brand’s new positioning is captured in the statement, ‘Surrender to the Luxury of Slow’. This suggests how time is the greatest luxury for travellers. During their travels, guests will be able to enjoy gourmet food prepared freshly onboard and served in the Dining Car, along with an assortment of our wines and MCCs.