Muse Creative Awards | International Advertising Awards

United States

2019

Royal Caribbean: Total Eclipse

Entrant Company

Rogers & Cowan

Category

Experiential & Immersive

Client Name

Royal Caribbean

Sub-Category

Promotions & Stunts (NEW)

For Royal Caribbean's specialty cruise to view the North American eclipse at sea, we secured surprise music guest Bonnie Tyler and paired her with a relevant pop artist to serve as the headlining performer for a concert at sea. To close the performance, Tyler would end with a never before heard duet of hit "Total Eclipse of the Heart." Based on our vast knowledge of music artists and collaborators, we identified and recommend a roster of artists to headline a celebratory concert before the eclipse that would also pair well dueting with Tyler for such a memorable music performance. Our sourcing, negotiation, and management of talent during this once in a lifetime event at sea, led to Bonnie Tyler and DNCE's "Total Eclipse of the Heart" duet to become a pop culture phenomenon, significantly adding to the international buzz the eclipse was already receiving. We were able to accommodate travel and negotiate and manage talent for the project while also securing important assets for Royal to promote this unique pairing across media channels and social and digital platforms. The event officially earned 5+ billion media impressions with broadcast and online hits.

Muse Digital Awards Royal Caribbean: Total Eclipse
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