Thursday, April 09, 2020
In Need of PR
Cruise lines are in need of PR in these times of COVID-19. They have been Petri dishes of disease in spite of thorough cleanings and attempts to isolate sick crew and passengers. The real question now is whether they can hang on until the novel coronavirus is controlled. That will be months in the making with predictions for a vaccine being a year and a half from now. The lines themselves are looking for a slightly shorter period of crisis -- 15 months. They are drawing down credit lines and shoring up cash reserves to wait the pandemic out. That is small comfort for the operators. What they need to do is to make cruising desirable again, and there is no telling what the public will think once the disease has run its course. There will be a reluctance to be crowded onto a ship with thousands of strangers, and the cruise lines will have to overcome that. The message will have to stress safety and fun. It's a theme that needs to start now.
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