Eurovision partnership ‘fired up’ Royal Caribbean fan base

Eurovision partnership ‘fired up’ Royal Caribbean fan base

Cruise line reports increased engagement since announcing two-year tie-up for 2024 and 2025

Royal Caribbean’s partnership with the Eurovision Song Contest “fired up' the cruise line's fan base during the first quarter of 2024, according to the line’s Europe, Middle East and Africa vice-president, Ben Bouldin.

Speaking from Malmo, Sweden, where the competition took place, Bouldin said engagement with the brand had taken off since it announced in January 2024 that the cruise line would be sponsoring the song contest in both 2024 and 2025.

He said: "Eurovision is one of the most-watched shows in the world. An estimated 168 million people watched the final – more than 200 million if you include live streaming – and like Royal Caribbean, is a renowned celebration of live entertainment and international cultures. One of our key objectives was to grow the fan base of the brand, and this partnership is the perfect platform to reach new likeminded audiences"

The cruise line hosted travel agents, media and special guests from across Europe at the semi-finals and final in in Malmo.

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“The agents that are here all won their place through a Club Royal competition – an element of which was on sales performance but also on engagement. They are therefore fanatical about Eurovision and fanatical about Royal,” Ben said. “We also gave away a number of wild card places because not everyone is a cruise specialist.”

Every agent attending Eurovision joined a training session and their success following the trip will be monitored.

“The days of just winning a prize, taking the trip and leaving are over,” said Bouldin. “It’s about the event, but also post-event; staying in touch with us and working that bond between us and the travel agent so they are promoting everything that Royal Caribbean stands for, which is the ultimate family vacation.”

The events in Sweden coincided with the departures of three out of four Eurovision-themed sailings on Royal Caribbean ships. The line hosted “viewing parties” on Anthem, Explorer, Odyssey and Oasis of the Seas.

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