Kelly Clarkson Partnership

Norwegian Cruise Line Names Kelly Clarkson Godmother To Newest Ship, Norwegian Encore.

  • Branded Content
  • Paid Media
  • Publicity
  • Strategy
  • Talent Procurement

The Challenge

In November 2019, Norwegian Cruise Line launched their newest ship Encore. To fulfill the longstanding maritime tradition of blessing and officially naming the beautiful ship, Norwegian was in search of the perfect talent partner to be named as the ship’s godparent.

What We Did

Norwegian Cruise Line approached FlyteVu to help structure and guide talent negotiations to secure GRAMMY Award-winning artist and superstar Kelly Clarkson. Understanding Kelly’s commitments as an Artist, a Coach on The Voice, and host of her new NBC talk show, FlyteVu recognized the need to be strategic with the structure of this offer and due to industry relationships, not only secured Kelly as a godparent for Norwegian’s newest ship Encore but also helped the brand leverage her media assets with a three year media deal with NBC including custom branded integrations on Kelly’s day time talk show ‘The Kelly Clarkson Show’.

To kick off the partnership, Kelly Clarkson offered blessings at the Christening Ceremony where 3,500 guests, including travel partners, investors, government officials, media, family and friends of Norwegian Cruise Line, attended a pier-side ceremony and celebration at Port Miami. Following the traditional blessings, honorary godmother Kelly Clarkson, officially christened the ship with a ceremonial bottle break across the ship’s hull, followed by a live performance of her top hits.

To further drive brand awareness, Norwegian Cruise Line partnered with NBC to highlight the brand in unique ways through branded integrations on ‘The Kelly Clarkson Show’, including a segment with Norwegian Cruise Line’s President and CEO Andy Stuart inviting Kelly to join the Norwegian Cruise Line family as godmother. To celebrate her new title as godmother, Clarkson and Norwegian Cruise Line also recognized and awarded 20 deserving music educators on the show with a seven-day cruise, showcasing the mutual appreciation for education and travel as a powerful tool that connects people and promotes awareness and understanding around the world.

The Results

Perfect talent alignment with brand’s core values and target demographic.

Research Study Highlights from the first branded integration on ‘The Kelly Clarkson Show’ showed the likelihood to choose NCL increased from 58% to 71%.

Press features with People, AdAge, Fox News, LA Times, Conde Nast Traveler, Billboard, Yahoo Entertainment and more.

21M Impressions on social media

“Kelly Clarkson on her new tv show, her deal with NCL, and why she’s ‘marketing’s worst nightmare'” Read More

“Kelly Clarkson Talks New Music and Gig as ‘Godmother’ of Norwegian Cruise Line’s Encore Ship” Read More

“How I Travel: Kelly Clarkson Has More Books in Her Carry-On Than Rory Gilmore” Read More

“Kelly Clarkson Opens Up About Her Talk Show, Her Vegas Residency, and a ‘Powerful’ New Song” Read More

Related Work.

Off to Prom 1.0

Journeys, in partnership with Converse, owned the prom space through a multi-phase campaign…

  • Event Activations
  • Publicity
  • Strategy
  • Talent Procurement

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