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All Aboard the Oasis 全球最大的邮轮海洋绿洲号

详细资料: 创建于 2010年4月23日; 最后更新于 2024年5月25日; 发布于 2012年4月03日; 作者：Mike Lee; 点击数：344

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A clever cruise company saturates the web ahead of ship’s debut 精明的邮轮公司让海洋绿洲号在还没首度亮相前，相关讯息就已经塞爆网络了

Oasis of the Seas, the world’s largest cruise ship with seven neighborhoods, a leafy Central Park, and a retractable smoke-stack to duck under bridges built for lesser vessels – made a splash when she arrived at her home port of Port Everglades [in Fort Lauderdale, Florida in November].

海洋绿洲号是全世界最大型的邮轮，设有七个区，其中包括了绿荫扶疏的中央公园，以及可缩回的套筒伸缩烟囱，可以在邮轮即将穿越仅为较小船只所建造的桥梁前，先行缩回（好让船身能通行无阻），海洋绿洲号在十一月抵达佛罗里达州罗德岱堡的母港大沼泽港时，引发了轰动。

But the colossal ship has been living in a fishbowl of media, new and old – with much of the buzz engineered by image-makers at Royal Caribbean International.

不过，一直以来这艘庞大邮轮的一举一动全都暴露在镁光灯下，备受媒体关注（译注：fishbowl指宛如在金鱼缸里一样，所有举动都赤裸裸地暴露出来，为人所知，毫无隐私可言），新、旧报导皆然──而外界的关注（译注：buzz指高度兴趣、关注、瞩目）大都是由皇家加勒比海国际邮轮公司打造形象的专家精心设计之下所引发的。

“They have Twitter [and] Facebook. They’re really making the ship a cult of personality,” says Bob Cook, vice president of cruise sales at Go Travel in Orlando.

「皇家加勒比海透过推特和Facebook（等社交网站），果然成功让这艘邮轮引发了一股宛如偶像崇拜的风潮，」奥兰多来去旅游公司的巡游销售副总裁巴伯．库克指出。

Miami-based Royal Caribbean’s Oasisoftheseas.com, which has been chronicling the ship’s construction and delivery in blow-by-blow web episodes, has attracted some 4.8 million unique visitors.

总部设在迈阿密的皇家加勒比海公司网址Oasisoftheseas.com，透过网络上一集一集巨细靡遗地逐目记录下邮轮从建造到交船的整个过程，足足吸引了约四百八十万名独特访客（译注：指以网络访客的个别人数来计算，而不包括重复浏览的人数）。

Going online before going onboard 下水之前先上网

The company portal evokes the sense that the $1.4 billion ship, which is nearly as tall as the [U.S.] Capitol and almost four football field long, is making history with its radical design, including an open-air atrium with 12,000 plants, bushes and trees.

这艘耗资十四亿美元打造出来的邮轮，几乎和美国国会大厦一样高，长度几乎有四座足球场那么长，而邮轮公司的入口网站不禁让人感觉，这艘设计理念大胆的邮轮正在创造历史，其设计包括了露天中庭，栽种了一万两千株植物、灌木丛和树木。

Richard D. Fain, the corporate chairman and chief executive, and Adam M. Goldstein, who is chief executive of the Royal Caribbean unit, both took time out from hobnobbing with VIPs at the ships delivery ceremony in Turku, Finland, on October 28 to update personal blogs where they muse about the 5,400-passenger vessel.

十月廿八日在芬兰土库举行的交船典礼中，集团董事长兼执行长李察．Ｄ．范和皇家加勒比海事业部执行长亚当．Ｍ．葛德斯坦，都从和政商名流等大人物周旋打交道的活动中，抽空来更新他们的部落格，在当中思索着可搭载五千四百名乘客的这艘邮轮的点点滴滴。

“In many ways it’s more comfortable to talk about something in a blog than it is in a press release,” Goldstein said. “We’ve had a lot of fun with it.”

「就很多方面来说，在部落格里抒发感想，总是比透过新闻稿更自在些，」葛德斯坦表示，「我们非常乐在其中。」

William Wright, the captain of the ship, has starred in daily online video updates of the ocean crossing. Some 8,000 hits the first day at sea swelled to 100,000 on day two, and 210,000 by the third day, when Oasis retracted its telescopic funnel to pass under Denmark’s Great Belt Bridge with just a small clearance.

轮机长威廉．莱特是每日更新的渡海影像内容的主角，而邮轮入海航行的头一天，吸引了约八千次点阅，第二天就暴增为十万次，第三天海洋绿洲号通过丹麦大贝尔特桥时，把套筒伸缩烟囱收缩起来后，顶端距桥面仅一道窄缝之隔，当日的点阅率达到二十一万次。

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neighborhood [ˋnebɚ͵hʊd] n. 邻近地区; 小区 a district or area with distinctive characteristics

leafy [ˋlifɪ] adj. 叶茂盛的，多叶的

retractable [rɪˋtræktəb!] adj. 可缩回的; 可收起的

stack [stæk] n. 烟囱；排气管

splash [splæʃ] n.【口】引人注目的报导；显着的效果

duck [dʌk] v. 迅速低头; 闪避; 躲避 to lower quickly, especially so as to avoid something

live in a fishbowl 生活在玻璃鱼缸中(全无隐私权) to live a life where everyone is watching

buzz [bʌz] n. 热闹有趣的气氛; 时尚氛围 excited interest or attention

engineer [͵ɛndʒəˋnɪr] v. 精明地处理；操纵；策划

cult [kʌlt] n.（对人、思想、事物等的）狂热崇拜，迷信；狂热

personality [͵pɝsnˋælətɪ] n. 名人; 名士

episode [ˋɛpə͵sod] n.（电视等的）连续剧的一出（或一集）

portal [ˋport!] n. 门户网站; 入口网站 a company’s Internet page that allows people to get useful information such as news, weather and travel

evoke [ɪˋvok] v. 引起; 激起

radical [ˋrædɪk!] adj. 彻底的; 激进的

open-air [ˋopənˋɛr] adj. 露天的；户外的

atrium [ˋɑtrɪəm] n.【建】天井前厅；中庭

press release 新闻稿 a public statement given to media outlets for publication

muse [mjuz] v. 沉思，冥想[（+about/on/upon/over）]

retract [rɪˋtrækt] v. 缩回，缩进（爪，舌等）

telescopic funnel 套筒伸缩烟囱 a vertical metal smokestack on the top of the ship, made of parts that slide one within another, enabling the smokestack to be extended or shortened

telescopic [͵tɛləˋskɑpɪk] adj. 伸缩自如的; 可伸缩的

funnel [ˋfʌn!] n.（轮船、火车头等的）烟囱

clearance [ˋklɪrəns] n. 空地；空隙 space between two parts in motion or in relative motion

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Kenneth Holt, a retired naval officer who has been tracking the ship’s progress online in anticipation of his August 2010 voyage, already knows details of the AquaTheater, a huge pool and amphitheater, and is dazzled with the design of its beach pool, which has a sloped entry to mimic ocean wading.

预计将在二０一０年八月搭乘这艘邮轮远航的退休海军军官肯尼斯．贺特，一直在网络上追踪这艘邮轮的进度，他对结合了巨大泳池和圆形剧院的水上戏院细节知之甚详，也对海滩泳池的设计目眩神迷，这座泳池入口处采斜坡设计，以模拟海中涉水。

“It’s got a lot of different things that make you say ‘Wow!’” Holt said. “Not just the size, but what they plan to offer. It’s going to be so intriguing, you may not want to leave the ship.”

「这艘邮轮有琳琅满目的花样，会让你不由得惊叹：『哇！』」贺特表示，「不只是规模之大，也包括了他们计划推出的各种服务，铁定很引人入胜，让你可能根本就不想离开它了。」

The array of online options – from Facebook to Twitter to mass e-mailings of links to the cruise line’s site – has enabled Royal Caribbean to interact with passengers, travel agents, and others in richer ways than before.

透过网络上可供选择的大量管道──从Facebook、推特，一直到附有邮轮网址链接的大批电子邮件等──都让皇家加勒比海得以和乘客、旅行社和其他人互动，而且方式也是前所未有的多采多姿。

A name-the-ship contest attracted almost 100,000 entries. The cruise line and USA Today held a “Reporter at Sea” contest, inviting amateur reporters, or “citizen journalists,” to send in videos to audition. Six winners from five countries were chosen to get free passage on a promotional cruise November 19-22 and to blog about their impressions online at the newspaper’s cruise blog.

一项为邮轮命名的比赛吸引了近十万人挑战。邮轮和《今日美国报》还举办了「驻海记者」的比赛，广邀业余记者或「平民记者」（译注：指一般民众充当记者来传播讯息）寄出影像内容来参加遴选，分别来自五国的六位得胜者获选能免费体验邮轮在十一月十九日至二十二日的宣传航游，并可在该报的航游部落格中贴文发表他们的感想。

Anticipation abounds 充满期待

Royal Caribbean, which ordered the Oasis in February 2006, began parceling out tidbits about its spectacular project in April 2008, when it held a press conference in New York to unveil the Central park, made possible because the ship is wide enough to carve out a central atrium with cabins on either side. That first in a series of “reveals” also marked the launch of the website for the project, known then as Project Genesis.

皇家加勒比海是在二００六年二月订制了海洋绿洲号，并在二００八年四月开始陆续发出有关这个壮观计划的花絮，邮轮当时在纽约举行记者会，揭露了中央公园的设计，而这项设计之所以能具体成形，是因为船身够宽，所以才能在两侧的船舱中间砌出一个中庭来，而在一系列「揭露内情」造势活动中打头阵的这场揭露记者会，同时也宣布推出了当时称为「创世纪计划」的计划专属网址。

“It’s been two years of teasing,” said David Bram, president of World Wide Cruises in Fort Lauderdale. “I’ve been in the business 16 years, and I don’t think I ever anticipated a ship like this one.”

「大家足足被吊了两年的胃口，」罗德岱堡世界航游公司总裁戴维．布莱姆指出，「我在这行已经做了十六年之久，可是却从来没像这次一样，对一艘船这么引领期盼过。」

−by Martha Brannigan

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