Creating a global news frenzy for an exciting new partnership
When the top global music event partners with the worlds best cruise line, we anticipated excitement. Add one unique idea and we ensured global coverage on mainstream and digital news platforms worldwide. How? With news that the Caribbean is coming to Eurovision 2024.
The Challenge
Royal Caribbean is famous for sun-soaked Caribbean escapes. But fewer people associate the brand with Europe, despite offering some of the continent’s most iconic cruises. So how do you remind millions that Royal Caribbean sails Europe too? You go where Europe is watching.
The Cultural Opportunity
The Eurovision Song Contest is one of the biggest televised events in the world, a celebration of European culture, music and joyful chaos. In 2024, Royal Caribbean became an official sponsor. But instead of just putting their logo on stage, we crashed the cultural conversation with a tongue-in-cheek twist.
Every year, Eurovision fans debate who should or shouldn’t be allowed to compete. So we fuelled the fire by teasing that a brand-new country was entering the contest.
The Caribbean.
Impact
Within 48 hours we had millions of views, shares and comments, major coverage from Sky News, Good Morning Britain, NME, Pink News, Metro and more. A 42 million-strong social reach and $3+ million in earned media. We didn’t just raise awareness of Royal Caribbean’s European offering, we made it unmissable.
Media Mix
Organic social, PR
