Celebrities go to sea all the time it seems. Martina McBride performed a short concert on Royal Caribbean’s Voyager of the Seas in New Orleans Saturday. Last weekend, Maroon 5 rocked Galveston with Carnival Cruise Line’s new Carnival Magic as a backdrop. Other acts from Kid Rock to Dancing with the Stars contestants host themed cruises, allowing fans up-close-and-personal time like never before. Now, celebrities are lending their names to onboard venues that will stay with cruise ships long after the stars have gone home. It’s all part of a branding effort by cruise lines to gain favor with the public as never before and travelers are clearly gaining as a result.
Saturday’s Martina McBride concert to welcome Royal Caribbean’s Voyager of the Seas was not the first time the cruise line has used star power to welcome a new ship. Stars from Reba McEntire to Rhianna have been on board to bring in new potential travelers, reward those already booked and help define the Royal Caribbean brand as current and relevant.
“We are particularly delighted to have Martina McBride help us celebrate our return to New Orleans with an exclusive concert aboard Voyager of the Seas.”Royal Caribbean International senior vice president of marketing Betsy O’Rourke said.
The concert was free to Royal Caribbean’s past and invited guests, adding a whole lot of value for those booked to sail after the concert. Such was also the case in Galveston, Texas last week as GRAMMY award-winning band Maroon 5 played a standing room only crowd dockside to welcome Carnival Magic to the port. This one catered to a more engaged crowd as thousands of fans took advantage of free tickets being distributed by Carnival via their Facebook page, senior cruise director John Heald‘s blog and selected Texas radio stations.
“We wanted to do something big and memorable to mark Carnival Magic’s U.S debut and what better way to celebrate than to bring together fans of music and fans of Carnival, along with our partners in Galveston, for an exceptional afternoon of fun and entertainment,” Carnival Cruise Lines‘ president and CEO Gerry Cahill said.
A similar level of engagement at Carnival has resulted in what they call their Funship 2.0 initiative, a $500 million transformation of the line’s onboard experience. Introduced in New York last month, this is way more than a makeover and way more than a dry-dock remodeling project. Carnival is bringing in heavy hitters and time-tested concepts in an attempt blow away the competition, at no additional charge to their passengers.
It’s all about the burgers
First up, Food Network star Guy Fieri, has developed a burger venue called Guy’s Burger Joint featuring gourmet, made-to-order burgers with a variety of toppings. There will be not hockey puck-like burgers here.
Fieri’s influence goes beyond the burger recipe too. Condiment stations will feature a suggested menu developed by the chef to show guests what condiments and toppings they can use to build a specialty burger. In addition to burgers, Guy’s Burger Joint will serve fresh, hand-cut French fries prepared on board.
A variety of innovative condiments from chipotle mayonnaise and a special barbecue sauce to garlic aioli and three hot sauces, will be available at self-serve condiment stations. For guests who like a little more spice, seasonings like garlic and herb, sea salt and hot chili also will be offered, along with a selection of toppings such as sautéed mushrooms, grilled onions, blue cheese crumbles and vine-ripened tomatoes.
Comedy is king
Carnival is also teaming up with comedian and TV personality George Lopez who will become the cruise line‘s creative director for comedy as Carnival introduces the Punchliner Comedy Clubs Presented by George Lopez.
“Carnival’s ships offer a huge audience that truly appreciates comedic performances and the on-board clubs are fantastic,” said Lopez. “I intend to help build and nurture an understanding among up-and-coming comedic talent that these ships represent a phenomenal environment to work and gain experience.”
Through the partnership, Carnival ships will feature a Lopez comedy routine shown on in-cabin televisions fleetwide and pre-recorded introductions by Lopez at comedy club shows, as well as a new Punchliner Comedy Brunch that will be offered on sea days. Lopez will also partner with the line on a comedy-themed consumer contest in 2012.
Lopez is seriously into the concept too. In an interview on Cruise Radio, Lopez detailed his involvement saying “I will bring people from television and movies and that will make it better. You start to see people on the ship that you have seen in movies and that makes it fun, that’s a great surprise,” adding “I will be performing on the ships occasionally myself which I am excited about”.
Celebrity DJ to the rescue
DJ IRIE, song master to the stars and the official DJ of the Miami HEAT, will develop a first-of-its-kind DJ academy at sea that will train all Carnival DJs across the “Fun Ship” fleet. The DJ IRIE Spin’iversity will bring an exciting new vibe to the line’s legendary nightclubs, deck parties and beyond.
“Miami HEAT games are known for their high-energy and non-stop fun created by DJ IRIE and we want to tap into his unique skills and passion for music to create an unforgettable atmosphere on board,” said Mark Tamis, Carnival’s senior vice president of guest operations. “Music is the soundtrack of our lives and our goal is to create an emotional experience for our guests through the right mix of terrific music and a DJ with a unique personality who can energize a crowd.”
Whether spinning in clubs in Miami or Las Vegas, at a sporting event or hosting his popular South Florida radio show, the internationally known DJ IRIE has mastered the art of bringing a crowd to its feet and pumping up the energy and excitement.
Through his new DJ IRIE Spin’iversity, a comprehensive training program, IRIE will train Carnival’s DJs how to read a crowd and tailor song selections from every musical genre, appealing to guests of all ages. He will also instruct DJs on how to make maximum use of their own personality and energy to create their own persona and build popularity among guests to develop a fan following.
And it’s free
An important point to note: None of this costs extra. Other lines have piled on upscale dining venues, entertainment options and other pay-as-you-go choices with mixed results. Carnival is adding all this and more at no additional cost to their guests.