Former Azamara Cruises UK managing director Richard Twynam and ex-Iglu.com head of commercial Elaine Ross are helping relaunch specialist agency The Cruise Traveller.
They have been drafted in as consultants by parent company P&P Group, with the agency’s day-to-day operations to be led by Superior Travel owner Jenny Ley-Meek.
The Cruise Traveller brand has not been actively marketed in recent years but aims to capitalise on the summer launch of UK coastal cruises with a digitally-focused consumer campaign entitled ‘Staycation-on-Sea’.
P&P Group chief executive Phil Cook said: “The ever-loyal cruising public, natural pent-up demand and the excitement around the restart of UK cruises make this the perfect time to reintroduce The Cruise Traveller to the market.
“With so much enthusiasm and momentum around domestic sailings, it feels as though they are becoming the next big UK seaside destination in themselves and ‘Staycation-on-Sea’ grew from that idea.
“I’m delighted that we are able to call on the considerable cruise industry expertise of Richard and Elaine as we move forward, while in Jenny we have a highly-experienced retailer who will lead The Cruise Traveller with passion and a focus on customer service that will help us stand out in a competitive market.”
The Cruise Traveller relaunch will also mark the debut of P&P’s travel technology platform Vibe in the cruise sector.
Already well-established in the business travel space, Vibe provides a search and booking engine facility which has been enhanced with the addition of a comprehensive range of cruising product to create a fresh approach to the cruise market.
The ‘Staycation-on-Sea’ campaign will be rolled out to P&P’s database of engaged clients.
WeHoliday, WeFly and The Internet Traveller are among the other travel brands owned by P&P.