The Great American Eclipse was destined to be one of the year’s biggest cultural events. Brands and media alike would cover the story and give direction on where and how to experience it.

But the best place to take in this rare celestial event wasn’t on-the-ground. And we knew nobody could activate at sea like Royal Caribbean.

So we launched the Total Eclipse Cruise.

To make this once-in-a-lifetime idea a reality, we sent the world’s largest cruise ship off-course, and straight into the eclipse’s “path of totality” – which is just as challenging as it sounds. From fuel allotment to convincing ports to berth the world’s largest cruise ship at an unexpected time, there were dozens of unique challenges.

But we didn’t stop there. We created the ultimate eclipse moment: Bonnie Tyler performing her iconic ‘80s song “Total Eclipse of the Heart” during the total eclipse of the sun.

Planning began 11 months pre-eclipse.

Since “Total Eclipse of the Heart” is a duet, Bonnie Tyler needed a partner – ideally, to broaden the event’s appeal to a younger audience. A media audit proved the publicity potential of millennial favorite DNCE, the Joe Jonas-fronted band, which was tapped for multi-generational appeal.

The team took a multi-phased approach to releasing the news. First, Royal Caribbean announced the eclipse-themed cruise and teased a concert by a major headliner. Then, the cruise line revealed more details, including a pre-eclipse viewing concert by DNCE, along with a surprise guest.

As the eclipse drew closer, people across the country clamored to score solar eclipse shades and interest grew in Bonnie Tyler and her pop classic. Before the sailing, we released the news of Bonnie’s performance via an exclusive with TIME.com’s viral news reporter, ensuring massive reach.

Royal Caribbean eclipsed the eclipse.

Business impact:

• Average guest age: lowered by five years

• Sold-out ship, with last cabin at $15K+

• Before sailing, generated $500K more than same cruise last year

• 20% increase in onboard spending, per guest

Media and social conversation:

• 6.3 billion+ total impressions

• 2,000 earned media placements

• 54,000 social posts

• GMA, TODAY, CNN, The Weather Channel broadcast live

• Coverage highlights: BuzzFeed, E! News, Jimmy Kimmel Live, Mic, Rolling Stone, SNL

• The Wall Street Journal called the activation “total eclipse of the smart," naming it their favorite eclipse stunt.

• Esquire declared, “the best part of the eclipse won’t even be the eclipse.”

• #1 trending topic: Facebook

• #2 trending topic: Twitter

And beyond:

Bonnie Tyler’s “Total Eclipse of the Heart” surged to number one on iTunes for the first time, besting Justin Bieber’s summer smash, “Despacito.”