TitleEclipsing the Eclipse
BriefMany young travellers think cruises aren’t for them. But in order to grow, Royal Caribbean International had to find a way of reaching new consumers. The answer was written in the stars. One of the big events of 2017 was the eclipse. So the brand and its agency created the Total Eclipse Cruise. The world’s largest cruise ship sailed into the eclipse’s “path of totality to deliver the ultimate eclipse experience. Its highlight was Bonnie Tyler performing her iconic 80s song “Total Eclipse of the Heart” during the total eclipse of the sun.
Agency
Campaign Eclipsing the Eclipse
Advertiser Royal Caribbean International
Brand Royal Caribbean Cruises

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PostedNovember 2018
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
Chief Marketing Officer (CMO) ..m B...a Subscribers Only
Advertising Manager T...y Q..n Subscribers Only
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