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.
Creating a global news frenzy for an exciting new partnership
HOURS
SOCIAL INTERACTIONS
IN EARNED MEDIA
Challenge
Royal Caribbean is famous for sun soaked Caribbean escapes, but fewer people associate the brand with Europe, despite it sailing some of the continent’s most iconic routes. Our challenge was to make Royal Caribbean’s European cruises part of the cultural conversation, not just another travel message.
INSIGHT
The best way to remind Europe that Royal Caribbean sails Europe is to show up where Europe is already watching.
IDEA >
THE CARIBBEAN ENTERS EUROVISION
Eurovision is one of the world’s biggest celebrations of European culture, music and joyful chaos. Every year, fans debate who should and should not be allowed to compete. So when Royal Caribbean became an official sponsor in 2024, we joined the conversation with a deliberately ridiculous rumour: a brand new country was entering the contest.
The Caribbean.
CULTURAL
ADVANTAGE
Instead of simply badging the event, we gave Eurovision fans something to talk about, share and argue over. The stunt crashed the conversation within 48 hours, generating millions of views, shares and comments, with coverage from Sky News, Good Morning Britain, NME, Pink News, Metro and more.
With a 42 million social reach and over $3 million in earned media, we made Royal Caribbean’s European cruises feel less like a travel offer and more like a headline act.
