CRUISE NEWS YOU CAN USE
Royal Caribbean targets first-timers with radio advertising campaign Phil Davies
Royal Caribbean International launched a nationwide radio advertising campaign last week as part of its efforts to encourage more first-timers on board. The company will be pushing its
overall brand appeal – targeting adventurous couples and families – with no mention of price, according to UK and Ireland managing director Stuart Leven. Revealing the radio push, which will focus on “experience and emotion”, Leven said: “The biggest challenge we have in the UK is to try to get those who are
Explorer of the Seas
the newly refitted Explorer of the Seas.
The 15-year-old ship has just
emerged from a 40-day revamp as part of a $300 million fleet- wide project to retrofit popular elements from the company’s newer vessels. Capacity on Explorer of the
indifferent to cruising to try it for the first time.” Once they have tried cruising
with Royal Caribbean, eight out of 10 will return within two years, he added. Leven was speaking on board
Seas has been increased with the addition of 86 cabins, including some with floor-to-ceiling windows, and inside accommodation featuring ‘virtual balconies’. Also new are the FlowRider surf simulator, giant poolside cinema screen, a sushi restaurant called Izumi, a family-style Italian
dining option and a sports bar. Leven said: “To all intents and purposes, this is a new ship operating in the UK market.” A group of 100 agents was
given a preview of the new elements during a day in port prior to the ship’s first cruise of the summer season. Others will be invited on board on turnaround days, until it departs in October to operate in Australia in the winter and Alaska next summer. Explorer of the Seas will join
Royal’s new vessel, Anthem of the Seas, in sailing from Southampton throughout the summer.
cruisingpower.co.uk
20 •
travelweekly.co.uk — 30 April 2015
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