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All Leisure Group, the largest British-owned cruise company, has created a new marketing name for its niche cruise brands: Voyages of Discovery, Swan Hellenic and Hebridean Island Cruises. The three brands will now be marketed to travel agents under a new All Discovery Cruising name, with new management appointments to the North America office. Industry executive Steve Novello has been named president and Bill Dwyer, CTC, has been named vice president of sales and marketing. The two are based out of the company’s Fort Lauderdale, Fla., offices.
A key focus for the group will be partnering with a select group of travel agencies looking to grow their business by offering the three niche cruise products. One of Novello and Dwyer’s first priorities will be training agents on how to effectively increase sales by leveraging the unique product attributes of the brands.
Steve Novello will serve as vice president of sales and marketing for All Discovery Cruising, North America. // © 2010 All Discovery Cruising
“We created this new marketing umbrella in order to make it easier for us to communicate with our travel agent partners and to offer more educational opportunities to learn about our brands,” said Novello. “While our three niche brands are unique in their own right, they share a common theme in that they each offer destination-focused cruises targeting mature passengers who enjoy the traditional style of cruising and want to travel to more intriguing ports of call, all while taking part in sophisticated enrichment programs.”
Before joining All Discovery Cruising, Dwyer was the director of field sales for the North American office of Costa Cruises. Prior to this, he was vice president of sales for Paul Gauguin Shipping. In addition, Dwyer spent eight years with Superclubs, where he was vice president of sales and marketing for wholesale, groups and incentives. Dwyer began his career at Budget Rent-A-Car, where he was director of travel industry sales.
“In rolling out the All Discovery Cruising concept, we are providing our agents with a ‘one-stop shopping’ tool when they have clients inquiring about these incredibly unique products,” Dwyer added. “All three brands will now be easily accessible through one website, AllDiscoveryCruising.com.”