Three cruise lines and two tour operators owned by All Leisure Group plc will all be handled by the travel specialist Four bgb from July 2013 after a competitive four-way pitch.
Cruise lines Swan Hellenic, Hebridean Island Cruises and Voyages of Discovery together with tour operating brands Travelsphere and JustYou are in the new remit. Together the brands take more than 80,000 people on holiday every year – including more than 3,000 river cruise passengers a year, 18,000 ocean cruise passengers and 60,000 tours passengers . Travelsphere is among the UK’s leading tour operators to China and JustYou is the UK’s number one specialist for single travel.
All Leisure Group plc bought Page&Moy Travel Group in 2012 triggering the need for a repitch. Both groups had separate PR consultancies and the combined organisation wanted fresh integrated thinking to target the affluent older and single traveller and to promote the combined sales potential of all brands through travel agents.
Andrew Dufty, group marketing director said: "We wanted to work with a communications agency who will support our drive to both build and cross-market our combined brand portfolio in new ways as we grow the All Leisure Group. Four bgb has that vision, combining innovative ideas and brilliant sector expertise across both cruise and tours together with digital skills which will really benefit our businesses."
Four bgb will establish dedicated tours and cruises teams which will be led by director Helen Coop and managing director Debbie Hindle. “The ongoing recession has meant there has been a seismic shift in outbound travel patterns” said Debbie Hindle. “We know that half of all overseas British travellers are now more than 40 years old and an increasing proportion of long-haul travellers are also in this age group. The All Leisure Group portfolio is perfectly placed to capture this growing market. Our campaigns will include promoting the Swan Hellenic sixtieth diamond anniversary in 2014 and a rebrand relaunch for singles specialists JustYou."