Cruising into a Cultural Moment
Royal Caribbean International: Eclipsing the Eclipse
Royal Caribbean International is an award-winning global cruise brand with a 50-year legacy of innovation and introducing industry “firsts” never before seen at sea.
Royal Caribbean wanted to attract a younger audience. But how could the cruise line shatter misperceptions and become culturally relevant among “new-to-cruise” consumers?
We capitalized on a buzzy cultural moment, the upcoming total solar eclipse.
The answer was written in the stars.
We knew brands would be activating on the ground . . . but nobody could activate at sea like Royal Caribbean. So we launched the Total Eclipse Cruise. We sent the world’s largest cruise ship off-course, straight into the eclipse’s “path of totality” – which was just as difficult as it sounds. But we didn’t stop there. We added the ultimate eclipse moment: Bonnie Tyler, performing her iconic ‘80s song, “Total Eclipse of the Heart.”