Cruise company P and O yesterday admitted an Australian woman's death in a high-seas sex scandal had shattered its public image and offered her family an apology and compensation.
Mother-of-three Diane Brimble was found dead from an overdose of the date rape drug fantasy less than 24 hours after she boarded the Pacific Sky cruise liner in Brisbane in September 2002.
A coroner's inquest into her death has captivated Australia and shone a spotlight on the often debauched behaviour of passengers on board the luxury ship.
P and O chief executive Peter Ratcliffe said the company needed to improve an image tarnished by revelations at the inquest.
"I think we have to try and convince everybody that that's not a fair reflection of this company and that we are trying to change things to make absolutely sure that they have great holidays," he said.
There has been a public backlash against P and O as lurid details of the 42-year-old's fate have emerged amid allegations the ship's staff and owners tried to cover up the manner in which she died.
Staff have testified that nudity, streaking and sex in public were commonplace on board cruises and one employee said he was told to "shut his mouth" when he tried to pass on suspicions about Brimble's death.
The inquest has centered on eight male passengers named as "persons of interest" in the death.
One of them allegedly gave Brimble drugs, then was photographed having sex with her before she died in his cabin.
Los Angeles-based Ratcliffe said the company had tightened restrictions on the sale of alcohol aboard its ships, introduced random drug searches and increased security.
He said P and O had offered an undisclosed compensation payment to Brimble's family, adding that her death had been a "real wake up call" that had changed the company's culture.
Ratcliffe said Brimble's family had suffered deeply listening to evidence at the inquest.
"No family should have to go through this sort of pain," he said. "We deeply apologize for the contribution P and O and its employees have made to their grief."
Ratcliffe said the company felt a "moral obligation" to ensure Brimble's children were adequately provided for and it was negotiating a compensation package.
He denied the move was intended to head off a civil action by the family if the inquest handed down adverse findings against the company.
The inquest will resume in July.
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