Peter Shanks, Cunard's new senior vice president for Europe based in its Southampton offices, has taken up his role at one of the most important times in the shipping line's history.

Formerly managing director of UK distribution for the major tour company First Choice, Mr Shanks has responsibility for all European sales, marketing, shore-side services and passenger relations and reports to Pam Conover, Cunard's president and chief operating officer.

In little more than a year's time Cunard's massive 150,000-ton ship, Queen Mary 2 arrives in Southampton signalling a new era in transatlantic liners.

Now taking shape at the Chantiers de l'Atlantique yard in France, QM2 is set to break all previous records as it will be the biggest, longest, widest, tallest and most expensive liner in shipping history when it enters service in January, 2004.

Mr Shanks is also closely involved with another major project, the development of Cunard's new ship aimed at the British market, due to be alongside Southampton Docks in 2005.

At present codenamed New Cunarder, the Italian-built ship will be vital to the company's plans to expand its

customer base.

Ms Conover said: "Peter's appointment is a significant development in our strategic growth of the UK and European markets.''