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Partnership with Giada De Laurentiis 

Oceania Cruises prepared to welcome a new ship to their fleet for the first time in over a decade, the Oceania Vista. Oceania’s creative culinary masters onboard make the brand known for The Finest Cuisine At Sea – and their goal was to bring on one A-List celebrity chef that embodied their world class reputation in hospitality and dining as its Godmother.

FIMI identified Italian-American celebrity chef, Giada De Laurentiis, for this ambassador role for Vista. To announce the partnership, Oceania hosted an intimate media reception at Soho Beach House in Miami, FL during the South Beach Wine & Food Festival. FIMI was tasked to also book the headlining performer, Harry Connick, Jr., who curated a set for the attending VIPs at the Christening Event in Malta.

The partnership with De Laurentiis also included her creating custom pasta dishes to be served onboard Vista, as well as her hosting exclusive culinary demonstrations for leadership & VIPs during Vista’s inaugural sailing.

Project Scope

Talent strategy & ideation
Talent negotiation, & contracting
Talent programming & logistics
PR & social media coordination
Global marketing content approvals
On-site management & execution

Results

Product launch
Increased brand awareness
Customer retention & new customer acquisition
Global press exposure and impressions
Evergreen dining experiences & exclusive merchandising onboard