International Cruise & Excursions (ICE) Europe is relaunching the Gill?s brand as part of a major drive to expand its offerings in the UK.
Gill?s Cruise Centre ceased trading last July, and its assets were purchased by P&P Associates for its new brand, WeCruise.
In April, ICE bought the customer database of WeCruise and the rights to use its domain name, wecruise.co.uk.
It has now secured a licensing agreement with P&P Associates for the exclusive rights to the Gill?s domain and trade names, with the deal including the purchase of Gill?s customer database.
ICE has set up a new brand, Gill?s Holidays, which it said would benefit from the ?financial backing, technology and call centre infrastructure of one of the world?s leading cruise and holiday providers?.
Warren Joy, ICE Europe?s senior vice president, commented: ?The Gill?s name, trusted to supply great value family cruise holidays for over 25 years, will be resurrected under the new brand of Gill?s Holidays, with a focus on offering UK customers a broad range of holiday and cruise destinations worldwide.
?The name was one of the longest established, most recognisable and trusted brands in the cruise sector, enjoying a strong following from consumers and the support of the cruise industry before it ran into financial difficulties.?
In addition to the P&P deal, in the last few months ICE Europe has acquired the business assets and domain names of 1st4cruising and Voyana Luxury Cruising from Total Travel Leisure Holdings Ltd.
Joy continued: ?We currently serve more than 55m consumers worldwide and have formed a global network of innovative travel alliances, which includes leading corporations, resorts, cruise lines and leisure travel providers.
?We plan to introduce Gill?s customers to a much broader range of holiday options through our established membership rewards and loyalty schemes as well as offering a comprehensive range of cruising experiences through Gill?s Holidays.?
Founded by John and Marcia Rowley in 1997, ICE enjoys cruise and holiday sales of more than $550m per year.
It is headquartered in Scottsdale, Arizona, and has offices in key markets including California, Mexico, the UK, Ireland, Spain, Portugal, Belgium, Austria, Australia and Singapore.
Source: http://www.e-tid.com/ice-to-resurrect-trusted-gills-brand/36855/
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