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.

Hours

48

Social interactions

2.4m+

In earned media

£3m+

The Challenge

Two of the worlds biggest entertainment brands decided to join forces in 2024 by way of an epic sponsorship; Royal Caribbean and Eurovision. How do you go about making maximum noise?

Attention Seeking

The Eurovision Song Contest is an iconic European staple. But every year countries' eligibility in the competition is always a hot point of contention. I mean, Australia, really? We knew that if we announced that there would be another far flung country throwing their hat in the ring it would be sure to ruffle a few feather-boas. Enter the latest and greatest competitors for 2024; The Caribbean.

On 2nd January we went out with an official video from all the Eurovision social accounts teasing the fact that the Caribbean would officially be coming to Eurovision 2024. Sending fans into a meltdown.

Impact

48 hours and millions of views, comments and retweets later, including coverage from Sky News, Good Morning Britain, Pink News, NME, Metro and many more, everyone was placing their bets as to what this cryptic message meant, using every emoji in their arsenal. After the hype had spread sufficiently we revealed the truth with a light hearted video delivered in true Caribbean style.