What do the Queen, Dame Helen Mirren, ballet star Darcey Bussell and Dame Judi Dench all have in common?
While Dame Helen played the Queen in the film of the same name there’s actually something singularly nautical that links them all.
They have all had the honour of being godmothers to new cruise ships. The Queen has named more than one vessel in Cunard’s history including newcomer Queen Elizabeth,
Meanwhile, Italian actress Sophia Loren acts as godmother for all MSC Cruises new arrivals.
Other cruise lines have gone down the achiever route by using sporting stars or unsung heroines as godmothers for their ships – Royal Caribbean and sister company Celebrity Cruises being cases in point.
Even Dreamworks’ animated character Princess Fiona holds the prestigious title of godmother to Royal Caribbean International’s biggest ship in the world, Allure of the Seas.
Shirley Bassey latest godmother
Now Dame Shirley Bassey is to join this elite band by having the honour of using the famous words ‘I name this ship…..’ while crossing fingers in the hope that the bottle of Champagne will successfully smash on the hull to wish the new ship good luck.
The Welsh superstar has been confirmed as godmother of Adonia, the latest edition to the P&O Cruises fleet.
Described as “Britain’s greatest and best-loved female performer” Dame Shirley fits the bill as being best known for being the only singer to record three James Bond movie theme songs, and has 135 million record sales.
All this made me think what makes the perfect ship’s godmother?
The cynic within me reckons that the individual is chosen based on the number of column inches of positive PR she is expected to generate before, during and after the naming ceremony. On that basis ‘legendry’ status certainly helps.
The lure of celebrity A-listers has proved to be a successful formula with the recent rash of new ship launches in Southampton – where Adonia will be named by Dame Shirley on May 21 in front of an audience of 500 VIP guests.
Having Royalty involved guarantees heavy media coverage as was seen last October when the Queen officiated at the naming ceremony of Cunard’s Queen Elizabeth, complete with quayside marching bands, opera singers and a full orchestra.
While the Queen was not available for interview, Cunard president and CEO Peter Shanks was in front of the cameras throughout the day and conducted wall to wall radio and print interviews, all generating great positive publicity for the new ship but also cruising in general.
Reflecting the brand
Godmothers are selected to best reflect the brand. Hence you have seen great British icons being signed up by P&O Cruises to front the naming extravaganzas of all its recent ships, including Azura and Ventura.
Film star Dame Helen Mirren was arguably one of the most successful godmothers of recent times through being approachable and generally helpful through the day leading up to the formal naming of Ventura. She even made the time to turn up to, what for her, was likely to be a rather dull cruise trade press conference, much to the delight of the assembled hacks who I’d bet had never had close up experience of an Oscar winning actress before.
Not only did Dame Helen make time to answer questions but she was on great form, supplying quotes which really helped the journalists create far stronger stories.
Adonia will continue that tradition with Dame Shirley taking centre stage on board for the ceremony in the ship’s home port of Southampton on May 21.
Her profile is seen by the company as reflecting the kind of passenger likely to be attracted to the 710-passenger adult-only ship.
Ironically, Adonia is currently operating for P&O Cruises’ sister company Princess Cruises under the name Royal Princess (step forward any number of likely royals!). The 30,200-ton vessel transferred to Princess in spring 2007 after formerly operating for Swan Hellenic as the Minerva II.
The ship is being switched between brands after less than four years with Princess after its final cruise from Tahiti to Fort Lauderdale on April 6.
A British makeover and change of name is scheduled in the Bahamas between May 2-10 before Adonia heads to Southampton to keep its date with Dame Shirley.
There will then be a meeting of what P&O Cruises describes as national treasures with the company banking on the Welsh performer to ‘get the party started’ on deck.
So what’s the deal? Generally the star godmother accepts a fee which is donated to charity in return for taking centre stage on board for a day.
And the cruise line hopes the publicity generated and marketing pull accrued will help attract the appropriate target market of passengers and more than compensate for the costs of the massive red carpet naming event.
With Dame Shirley on board it’s bound to be time to dust off those James Bond movie theme tunes. I can’t wait.
Phil Davies
Related posts:
- Not shaken but stirred I was happily not shaken but was certainly emotionally...
- The game of the name I recently met someone who told me they had...
- Cruising is fit for a Queen There was only ever going to be one VVVIP...
- Oasis of the Seas and Her Seven Godmothers Biggest isn’t always necessarily best. For example, would you...
- Azura Naming Ceremony There will be much pomp and ceremony to add...
Leave a Comment