Royal Caribbean Fans

Royal Caribbean has restarted its "wave" marketing campaign for the busy peak season after the company decided to suspend marketing efforts in the wake of the Costa Concordia disaster.

Royal Caribbean decided to stop all marketing to show respect for the victims of the Costa Concordia, which sank off the coast of Giglio on January 13.

Royal Caribbean feels now is the time to resume marketing campaigns once more and will be introducing its flight giveaway, offering thousands of free flights for summer cruises. The new advertising campaign will focus on television advertisments, radio and print.

Jo Rzymowska, spoke about the decision, "It’s up to us to work with our trade partners and get the message to the consumers that this was an awful, very rare but terrible accident and we as an industry are doing everything we can to make sure it never happens again."

“We needed to be sensitive about what happened and the immediate decision to stop all activity was not a difficult one. It was crystal clear to us in the light of the tragedy that was the right thing to do."

“From then on we have monitored things day by day by getting sentiment from the market, and a lot of that we did by talking to our trade partners. We feel that February 1 is the right time to go out with our own activity.”

The resumed campaign will last throughout February and offer 10,000 free flights for summer 2012 sailing across Royal Caribbean’s European program of cruise itineraries.