All Leisure Holidays Group has appointed Blueberry Wave to develop a single customer view database and control its customer communications throughout its four brands: Swan Hellenic, Voyages of Discovery, Discover Egypt and Hebridean Island Cruises.

The Cirencester based agency was appointed after it showed an understanding of the All Leisure Group, the wider market and expressed a creative approach to data.

Andrew Fruer, CRM and customer insight manager for All Leisure Holidays Group, said: “Our focus is to align our business offering with our customers’ wants and needs.

“We wanted to bring a partner on board to support us in defining and executing data and market research projects that grow our brands now and would build a platform we could use for many years to come.”

Pamela Bath, Blueberry Wave co-founder, said: “Each of the four brands is very distinctive, which gives us some exciting work ahead to understand customer interactions and engagement, their propensity to move around the brands and of course how we look to attract new customers to this very specific cruise experience.”