Vision Cruise has decided to move away from TV and focus on on-demand services via its website, app and social media.

The Liverpool-based agency is thought to be the first agency business to run its own TV channel 10 years ago.

Although no date has been set, Vision Cruise now plans to stop producing TV programmes, but continue streaming content on YouTube, Facebook and other social media platforms.

Vision Cruise has partnered with Benedict Hewitt and David McDonald (both pictured), who have a YouTube channel called Cruise with Ben & David with more than 35,000 subscribers.

The agency, which has locations in the UK, Australia and the United States, said the blogging pair “fit into the Vision Cruise ideal”.

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A day with… Vision Cruise, Merseyside

Vision Cruise’s managing director Andrew Runacres said: “We are delighted to have this new, exciting and exclusive partnership with Ben and David in helping to grow the business in the UK, Australia and the US.

“Cruise with Ben & David fits in with our family ethics, as well as offering a new dimension into a medium we have explored and know works in creating a new-to-cruise market across the globe.

“We are very much looking forward to working closely with Ben and David in continuing to grow their subscribers over the coming years and helping Vision Cruise in our three locations expand further.”

Nick Belger, Vision Cruise’ commercial and operations director, said: “Previously, we made programmes for TV and then put them on other platforms, but now we’re going to put them directly on other platforms.

“In the past three years, we have seen [viewers’] calls come down. We need another way to appeal to new-to-cruise clients.”

Belger said that posting content on social media channels had worked “particularly well” for Vision Cruise.

“We have been following Ben and David for some time now,” he added. “We like the way that they present and the way that they come across.”