When we launched the partnership at the beginning of the year, Eurovision released a simple teaser on social media. The content teased that the Caribbean is coming to Eurovision, driving mass speculation, conversation and debate across numerous morning TV shows and news sites.
When we playfully revealed that it is in fact Royal Caribbean coming to Eurovision this year, we saw our top performing Instagram post to date on our European Instagram handle. This was closely followed in terms of performance by our Eurovision ticket giveaway social announcement, which shows just how well our audiences align.
Trade response ’overwhelming’
As with all our activity, this partnership has our travel agent community at its heart. Our “Book Your Way to Eurovision” competition has given more than 100 agents the chance to secure a once-in-a-lifetime hosted trip to join us in Malmo, Sweden, this May.
The response from the trade has been overwhelming, with increased engagement and much healthy competition as agents logged their many bookings to see their avatar move up the online leaderboard. I look forward to celebrating the achievements of the winning agents while in Malmo this week and meeting many new faces.
This summer, Royal Caribbean will have six ships sailing from eight cities across the continent visiting a line-up of landmark destinations.
I can’t think of a better way to celebrate the start of our highly anticipated European season this month than with a huge Eurovision Song Contest party in Malmo, as well as themed events onboard four of our ships.
Eurovision is a pan-European celebration that puts our brand in front of a global audience, which only continues to grow with the popularity of an event that has become a cultural moment for so many around the world.
Ben Bouldin is Royal Caribbean International vice-president Europe, Middle East and Africa.
