From West End shows to luxury labels, big brand names at sea can help sell cruises. Jeannine Williamson reports.

Entertainment, dining and tax-free shopping are among the top on-board attractions on cruise ships and in recent years their appeal has become even more attractive as companies partner with a star-studded line-up of famous names. World-class musicals, celebrity chefs and luxury brands including Dom Perignon, Tag Heuer, Swarovski and Calvin Klein – to name just a few – can all be found at sea and used to entice both seasoned and new-to-cruise clients.

“Cruise lines incorporate famous brand names in all aspects of on-board life, from theatre shows to restaurants, spas and shops,” says CLIA UK & Ireland director Andy Harmer. “This offers great value and special interest connections to guests, a fantastic selling tool for agents. While on their cruise holiday, guests could see their favourite Broadway show, dine in a five-star restaurant, relax in a luxury-brand health spa, or purchase their favourite jewellery and cosmetics without paying the land-based price.”

Curtains up

Jersey Boys, Rock of Ages and Priscilla Queen of the Desert are among the musicals at sea premiered by Norwegian Cruise Line, and the razzle-dazzle continues with Kinky Boots recently announced as the headline act on Norwegian Encore, which launches in November this year.

The line’s president and chief executive officer Andy Stuart says: “Kinky Boots showcases the evolution of the unforgettable experiences we are dedicated to providing our guests. We are very excited to be the first to feature this award-winning musical at sea.”

Since 2017 MSC Cruises has been thrilling passengers with Cirque du Soleil shows staged in specially created €20 million Carousel Lounges on its Meraviglia-class ships. The shows are exclusively choreographed for MSC and two brand new shows, Syma – Sail beyond Imagination and Varelia – Love in Full Colour, have been created for MSC Bellissima, the line’s newest flagship.

Silversea hits the high notes through its association with the acclaimed Italian opera house La Scala. The line is hosting opera-themed cruises in 2019, giving aficionados a unique opportunity to deepen their knowledge and passion. On its expedition voyages Silversea also joins forces with The Royal Geographical Society to enhance the on-board enrichment by sharing knowledge collated by the society from centuries of scientific exploration in remote areas.

Other cultural cruise line links include Ponant’s partnership with the famous Christie’s auction house. Themed sailings include art gallery tours and, on some itineraries, visits to Christie’s auction houses. One of this year’s on-board guest speakers is Stephen S Lash, vice chairman of Christie’s American advisory board.

Culinary expertise

Renowned British chef Marco Pierre White has been named as the new patron of The Cookery Club on P&O Cruises’ flagship Britannia. This year the line has launched a unique series of shore excursions with Marco and fellow Food Heroes patissier Eric Lanlard and wine expert Olly Smith, to take passengers on culinary journeys of discovery in Norway.

What’s more, Oceania Cruises recently unveiled its Dom Perignon Experience, which is available to only 24 guests at a time and pairs a six-course gourmet meal with different vintages from the world-famous champagne house.

Oceania president and CEO Bob Binder explains: “We worked with the team at Dom Perignon to pair the perfect champagnes with the perfect flavours and the outcome is spectacular. Marina and Riviera will be the only places in the world for travellers to enjoy this experience.”

Finally, the brand fun is not just confined to adult cruisers, as MSC has forged partnerships with Lego and Chicco for its kids’ clubs, enabling youngsters to enjoy educational and age-appropriate play sessions.

Carnival Cruise Line also has an exclusive collaboration with Dr Seuss Enterprises and offers Seuss at Sea for young children with programming that incorporates Dr Seuss characters such as the Cat in the Hat along with Dr Seuss books, toys and themed activities.

Furthermore, Carnival has a partnership with Hasbro, and older children and teens can take part in Hasbro, The Game Show, in which they team up with friends and family to win prizes in front of an audience. Games include giant versions of Yahtzee Bowling and Connect 4 Basketball.

Selling tips

• World-class entertainment included in cruise fare or at a fraction of land-based cost
• Opportunity to meet and mingle with celebrities
• Artistic and operatic sailings that will appeal to culture-loving clients
• Suggest luxury food experiences for birthdays, anniversaries and other special occasions
• Tried-and-trusted names in children’s activities