Ben Bouldin, Royal’s EMEA vice-president, pushed for the line to strike a deal with the renowned singing competition after he struggled to source tickets last year.
In May 2023, Liverpool hosted the 67th Eurovision contest on behalf of Ukraine.
Despite Bouldin failing to secure tickets, he decided to contact the competition organisers about Royal becoming event partners.
The line recently announced that footballing superstar Lionel Messi would be the official “icon” of new Royal Caribbean ship, Icon of the Seas, and last year Premier League football club Fulham welcomed the line as official family partner for the current season.
Bouldin stressed the importance of partnerships with brands such as Eurovision, saying: “They give us huge talkability and appeal, and we can access new audiences. They are popular partnerships with our guests.”
He hailed Megan Smith, marketing manager – trade and loyalty, and Craig Jarrett, director, global corporate, incentive and charter sales, for their help in getting the Eurovision partnership deal confirmed.
“It all started with me trying to get tickets for Eurovision in Liverpool – I thought it would be great to give them away to travel agents,” Bouldin added.
“However, they were as rare as hen’s teeth, but I did not give up, and I got in contact with Eurovision and it went from there.
“A brand partnership puts you in touch with new audiences and a new sector. It broadens the number of people that have eyeballs on your product.”
Bouldin said the line was planning to do more activity around the Eurovision partnership. “We’re going to do some themed sailings,” said Bouldin, adding: “The European-based ships sailings during the Eurovision final will show the final on board.”
Last month Royal announced that Stuart Byron, the line’s sales director for the UK, Ireland and Spain, was leaving the line.
When asked about Byron’s departure, Bouldin said: “I was surprised to see him go. It was a little bit sudden and sooner than I anticipated.
“It was a decision that he came to with his family. He decided that he needed a change. At the end of the day, I want people that are fully committed [to Royal].”
Speaking before Sunshine Saturday (6 January), Bouldin said Royal had made “a really good start” to wave, but admitted it was “early days”.
“We’ve got TV advertising that we did not have last year, and we’re seeing positive trends against 2023, 2022 and 2019,” he noted. “Our wave offer only started on 3 January, while our trade marketing starts this week.
“Our pricing is up on last year and against 2019. It’s really positive.”
