Royal Caribbean International expects to host around 100 agents at Eurovision in Malmo this week; vice-president EMEA Ben Bouldin tells TTG why the partnership was the perfect opportunity to get the trade involved.
Our 2024/25 Eurovision Song Contest partnership came about the moment we heard Eurovision 2023 would be hosted in Liverpool.
The nation was already on a Eurovision high thanks to Sam Ryder propelling the UK to second place a year earlier – a far cry from the "nil points" Brits had become accustomed to in previous years.
Bouldin: ’Our Eurovision partnership has huge appeal’
With BBC One’s audience peaking at 11 million – the highest UK viewing figures for the contest in history – and with 160 million viewers across the rest of Europe, we see this partnership as an excellent gateway to reach new and engaged audiences across the region.
For a partnership to work, brand synergy is key – this is paramount in maximising the value of the sponsorship through activations that drive tangible benefits, bring people closer to the brand and ultimately convert to sales.
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