The Cruise Store, which aims to grab 7% of the booming UK cruise market in its first year, will be headed by Gary Wardrope, who has left his job as commercial director of The Travel Channel. He has hired Julie Graves, a marketing manager at web bank Smile, to oversee marketing.
Rather than invest in cruise ships, the cash-strapped MyTravel will offer a one-stop shop for cruises in a tie with operators P&O, Cunard and Princess.
'The operation is a low-risk venture in a sector growing 5% a year,' said Wardrope.
The brand, created by Manchester's Clear Marketing, will be promoted in MyTravel's 660 Going Places shops, print and online advertising and direct mail.
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