What do cruise lines do to market themselves, to set themselves apart from the competition? They select a prominent individual to be that line’s “Godmother,” who is part spokesperson and part role model and advertisement for the cruise line. As a Boston copywriter and Boston branding expert, I believe that selecting the perfect Godmother is always a smart cruise line marketing strategy.
Actress Kristin Chenoweth has been named Godmother to Royal Caribbean International’s much anticipated new cruise ship, Quantum of the Seas. RCI announced the appointment during a red carpet-inspired commercial that aired during ABC’s broadcast of the Oscars in February 2013.
According to a RCI press release, the petite blonde was selected because of her effervescent, bubbly personality and ability to wow her audiences with her performances. The press release states that Chenoweth’s versatility made her a natural fit, especially since Quantum of the Seas, which is set to debut in the Fall of 2014, will showcase unprecedented experiences and amenities only attainable on Royal Caribbean International. Cruise line Godmothers not only break champagne bottles to christen a ship, but each one also serves as a guiding spirit to crew and guests. Typically, Godmothers have been heads of state, politicians and celebrities. Royal Caribbean hopes to capture the essence of the Godmother role by choosing women whose achievements and accomplishments showcase the courage, dedication and determination that are an inspiration to all.
“Kristin’s effortless grace and dynamic performances align perfectly with our newest class of ships and we could not be more honored to have her represent Quantum of the Seas,” said Richard D. Fain, Chairman and CEO, Royal Caribbean Cruises. “Working with such a remarkable and versatile woman for one of maritime’s longest-standing traditions is an exciting experience.”
Royal Caribbean is famous for its world class entertainment, and was the first cruise line to introduce fully-licensed Broadway productions onboard its ships. They currently feature Saturday Night Fever, Hairspray and Chicago:The Musical. With Chenoweth’s renowned background as an entertainer, the two brands perfectly complement each other.
Said Chenoweth: “I am so excited to be named Godmother of Royal Caribbean International’s newest ship, Quantum of the Seas. I have been lucky to play many roles and I am looking forward to this one.”