Here’s the concept: Bonnie Tyler singing her 1983 hit "Total Eclipse of the Heart" during an actual eclipse. Some brand was bound to jump on this idea.
That’s why, after Weber Shandwick proposed the concept to Royal Caribbean a year ago, both parties knew they had to act quickly before another brand snatched up the singer for the first total solar eclipse in 99 years.
"We knew if we didn’t get her locked in, somebody else would," said Tracy Quan, associate VP of global PR for Royal Caribbean.
While planning 2017 campaigns, Weber’s culture tap team noticed the August 21 eclipse would move over the Caribbean, meaning the cruise line could position itself at the center of the story. Royal Caribbean was immediately for the idea, but several logistical issues had to be ironed out, not the least of which was whether the artist would be able to make it.
"We thought idea was hilarious at the beginning," said Quan. "We know that nostalgic acts like this resonate with consumers and media, and thought it made total sense to pair the song and eclipse together and give our guests a special cruise experience."
Fellow Interpublic Group firm Frukt, Royal Caribbean’s entertainment AOR, quickly began negotiations with Tyler, who was fortunately available. Because the song is a duet, rock-dance group DNCE was also booked to give a "modern, contemporary slant to compliment the nostalgia of [Tyler’s] performance," Quan explained.