Global superstar Jennifer Lopez has been appointed to a key role for Sir Richard Branson’s UK-based cruise line, Virgin Voyages. The international film and music superstar has been given an updated version of the traditional nautical role of ship's godmother and will be known as chief entertainment and lifestyle officer.
A ship's godmother is normally a ceremonial role, but JLo has pledged to have a more hands-on role with the Virgin Voyages fleet, including investing in the brand. She said: “My artistic and social mission is to empower, inspire and entertain. Any opportunity that I get to combine all these attributes into a partnership and collaboration is exciting for me.
"I admire Sir Richard and all he has built. I am inspired by Virgin Voyages’ dedication to creating irresistible experiences and focus on well-being, which all fits perfectly with my own lifestyle and brand ethos.”
JLo will be involved in everything from development of customer facilities - with an emphasis on well-being and fitness - to design collaborations and entertainment co-creations. Later this summer Virgin Voyages will be introducing JLo Beauty as part of the on-board offering.
Virgin Group founder Sir Richard Branson added: "We knew immediately that we wanted Jennifer to be a partner and to help Virgin Voyages shape the future of travel on the high seas. She is one of the most talented and hardest working people out there. I admire her as an artist, as an entrepreneur and as a person.”
Tom McAlpin, Virgin Voyages chief executive agreed. He said: " From the moment we launched this brand, we knew we wanted to make waves and bring changes for sailors to have the most epic vacation ever. After the last two years, vacations have never been more needed, so we searched for someone very special to join us on this voyage.
"Jennifer is a trailblazer and embodies the spirit that lives inside of Virgin Voyages and our people. As an investor and adviser, she turns the godmother tradition on its head and makes it powerful and limitless. We couldn’t be more excited for what is ahead.”
The announcement of the relationship between Jennifer Lopez, Richard Branson and Virgin Voyages was unveiled on social media. It discussed what title would be right for Jennifer given she is playing such a significant role, and not just a ceremonial one, in the brand’s future plans.
Virgin Voyages is gearing up to welcome its second and third ships in its fleet of four. Valiant Lady sets sail this month, while Resilient Lady starts her voyages in August. First vessel
Scarlet Lady has already set sail and is billed as an "exclusively adult and a sanctuary at sea for the 18+ traveller. It features top entertainment and more than 20 dining experiences for customers. It also offers fitness classes, free WiFi and other extra facilities on board.
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