River cruise operator Haimark Limited will launch a coastal cruise product in May 2015 that will initially sail in Canada, the Great Lakes and South and Central America.

It will do business under the name Haimark Line, using a 220-passenger ship that was originally built in 2001 as the Cape May Light. The vessel, which recently sailed as Sea Voyager, is undergoing a major refurbishment. It will be renamed the Saint Laurent.

In a statement, Tom Markwell, managing partner for sales and marketing at Haimark, said the initial season is 50% booked.

Many of Haimark’s North Atlantic itineraries are similar to those offered by Pearl Seas Cruises, which began operations in June. Pearl Seas is also affiliated with a river cruise operator, American Cruise Line.

Haimark offers luxury expedition river cruises on the Mekong, Irrawaddy, Ganges and Amazon rivers. According to its website, it was founded in Breckenridge, Colo., in 2013, and is a partnership between Marcus Leskovar, an Austrian national, Tom Markwell, a U.S. national, and Hai Giang, a Vietnamese national.

In South and Central America, the routes include travel from Nassau, Bahamas to Cartagena, Colombia; Cartagena to San Jose, Costa Rica; and San Jose to Lima, Peru.

Built at Atlantic Marine in Jacksonville, Fla., the Cape May Light was one of two coastal cruisers ordered by American Classic Voyages, which went bankrupt before it could begin operations following the New York and Washington terrorist attacks in September 2001.

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