The second "Selfie Shootout" was named YouTube's ad of the decade proving the value of including celebrities in campaigns, and of course the value of going viral on the internet. In the fun ad, the Lakers' star and the Barcelona footballer travel the world desperately trying to outdo each other in the "selfie" stakes. Each exotic destination they visit is on the Turkish Airlines route map, accentuating the depth and breadth of the world that the airline services.

Celebrity connections, whether it be in advertisements or endorsements, capture the attention of the audience and give credibility to advertising campaigns. A recent survey showed that eight out of 10 commercials scoring the highest recall had celebrities in them. Put simply, viewers like celebrities, and they remember what they sell.

Done correctly, celebrity-based campaigns can make a product, or destination, more memorable and even change consumer attitudes and perceptions. Celebrities get paid hefty fees to spruik on behalf of countries, states, towns, hotels, airlines, travel accessories and camera companies.

The burgeoning cruise industry has been a strong advocate of signing celebrity chefs to their brands to showcase their food credentials. Princess Cruises recently announced that restauranteur, TV chef and bestselling author Australian Curtis Stone would launch an international collaboration across its 18-ship fleet. It's a deal estimated to be worth at least $250,000 a year to Stone, according to industry insiders.

"Crafted by Curtis" dishes will appear on menus in Australia from this October on board Golden Princess and will roll out fleet-wide by the end of the year.

"Since I travel often, I know that discovering delicious food and sharing a great meal can create some of the most memorable moments and I've designed my restaurants with this in mind," Stone says."It's important to me that guests have the experience that I want and food that I'd be thrilled to eat myself, at sea or anywhere else in the world."

The first Curtis Stone restaurant will be launched in December on the Emerald Princess sailing from Fort Lauderdale, Florida to the Caribbean and Ruby Princess sailing from Los Angeles to Hawaii and Mexico. The Curtis Stone Chef's Table will start to appear across the fleet early in 2016.

"We believe that adding Curtis' menu items and restaurants will be a big drawcard to our existing experienced cruisers as well as Australian holidaymakers who have yet to try a cruise," Princess Cruises vice-president Australia and New Zealand Stuart Allison says. "A unique opportunity to dine in a Curtis Stone restaurant on a ship from Australia will be a strong incentive to sample a holiday at sea."

Cruiseabout general manager Jarrod Pask says that celebrity chefs play a major factor when people are deciding which cruises to book.

"Food has always been an important factor in cruising, but even more so these days as traveller tastes change and the appetite for unique, exciting and culturally diverse cuisine increases," Pask says.

"Cruise lines trade off on the big-name celebrity chefs and their established following that could potentially be the make-or-break factor for cruisers given the importance of food to their cruise holiday.

"It's important cruise lines keep up with current traveller tastes by elevating and diversifying their on-board dining options, and the inclusion of celebrity chef restaurants plays an important role.  We have seen this to great effect on P&O with their Salt Grill by Luke Mangan​ restaurants that add a five-star dining experience to complement the traditional buffet and dining room options.

"Having a celebrity chef's restaurant on board is a win for passengers as this might be the closest they get to experiencing a top chef's menu and a value proposition when comparing the cost of dining at one of these restaurants versus the relatively small specialty dining charge.

"While there will invariably be names Australian travellers won't register on international cruises, the likes of Jamie Oliver and Curtis Stone are sure to appeal as both chefs have cemented their culinary reputation in Australia, making their on-board restaurants a real drawcard."

Mangan, who also works with Hilton Hotels and airline Virgin Australia, has just celebrated five years of Salt Grill on P&O's ships and joins the long list of chef recruits as ambassadors in the cruise industry. Upmarket line Seabourn recently announced a new partnership with US chef Thomas Keller, the multiple award-winning genius behind the famous French Laundry in the Napa Valley, California.

Cunard has the flamboyant Marco Pierre White, the first Brit to be awarded three Michelin stars. Carnival will be bringing Guy's Burger Joint to Carnival Spirit in September when the ship undergoes a refit. The Food Network personality Guy Fieri​ has even designed an Australian burger to mark the event.

Tasmanian-born Sydney chef Massimo Mele​ who heads up La Scala on Jersey will be sailing on three Carnival cruises to Tasmania this summer doing cooking demonstrations and hosting special degustation dinners. Royal Caribbean partnered with the TV show My Kitchen Rules this season to host the winner and runners-up – Will and Steve and Jac and Shaz – on board Legend of the Seas where the reality show stars designed and presented an MKR-inspired menu for the Captain's Table.

"Australians expect top-notch, gourmet food on land, so why should it be any different at sea?" says Sean Treacy​, RCI's regional commercial director Asia-Pacific,  asked. "That's the philosophy we've long held, so to help us tell our culinary story it makes sense to partner with experts and personalities who embody the same principles we do."

When Royal Caribbean's mega-liner Ovation of the Seas comes to Australia next year there will be restaurants by British food sensation Jamie Oliver (Jamie's Italian) and James Beard award-winning chef Michael Schwartz (Michael's Genuine Pub).

Award-winning river cruise specialists APT appointed Luke Nguyen​ as its Asia ambassador and on its Irrawaddy and Mekong cruises guests enjoy exclusive dinners every evening that have been personally designed by the Red Lantern chef.

The hunger for celebrity chefs remains unsated with the APT-owned Captain's Choice having recently signed MoVida restaurant co-owner Frank Camorra and food writer Richard Cornish as part of its Europe program.

"Both are passionate about Spanish food and have agreed to work with us on two projects for 2016: A taste of Spain and MoVida Afloat," says APT spokeswoman Zoe Palmer. "As with APT, we've developed this relationship through shared values and brands that accurately reflect each other.

"Guests prefer the opportunity to learn from people such as Luke and Frank. It's about being able to experience the destination through the expert eyes that appeals. That's what makes the itineraries so special and therefore sought after.

"These cruises often sell to a specific audience, they tend to be popular so we always advise booking early when we offer up such itineraries."

At sea, the "celebrity factor" extends beyond food. On RCI's Quantum Class ships adventurer and athlete Dhani Jones (New York Giants, Philadelphia Eagles and Cincinnati Bengals) is the experience adviser for sports and fitness.

In Australia the Biggest Loser star Shannan Ponton is a regular on Carnival's two ships running his boot camps. "As soon as we arrived in Australia, we immediately noticed that Australians use our fitness facilities more than our US guests," Carnival Cruise Lines vice-president Australia Jennifer Vandekreeke​ said.

"And their dining habits are more healthy. Australians order fewer courses, they order more salads and they prefer desserts with less sugar (Carnival has dropped the sugar content in most desserts by 30 per cent since coming to Australia).

"We felt a partnership with Shannan would help us highlight the fact that a cruise can be a highly active, healthy holiday. Plus he's a great guy who loves the product, has all the time in the world for our guests, and has quickly become a crew favourite when he sails on board."

And that's a good thing. After all those celebrity cooked meals guests need to do a little bit of exercise.

Sleeping with the stars

Want to share a bed with Robert De Niro or Olivia Newton-John?  Try these celebrity-owned hotels from around the world.

FULL SERVICE

Wimbledon champion Andy Murray bought a hotel in his homeland of Scotland. It's called the Cromlix Hotel, near Dunblane. Rooms start from £200 ($430) a night. See cromlix.com

BENNY AND THE LETS

Abba's Benny Andersson​ owns the boutique-style 99-room Hotel Rival, which he opened in 2003, in his hometown of Stockholm. Rooms start from 2095 Swedish kronor ($330). See rival.se

YOU BOOKING WITH ME?

Hollywood film legend Robert De Niro owns the 88-room Greenwich Hotel in the fashionable Tribeca neighbourhood of New York. Rooms start from $US575 ($790) plus tax. See thegreenwichhotel.com

WOLVERINE'S LAIR

Find your inner Wolverine, and get fit and healthy in the process, with a stay at the Hugh Jackman co-owned Gwinganna Resort in Queensland's Gold Coast hinterland. Two-night packages start from $980. See gwinganna.com

LET ME BE THERE

Relax with singer Olivia Newton-John at the upmarket Gaia retreat and spa in Byron Bay in northern NSW.  Room starts at $1145 for a two-night package.  See gaiaretreat.com.au

SLEEP LIKE A BABY TONIGHT 

The U2 frontmen Bono and The Edge bought the The Clarence in Dublin, the city's original rock'n'roll hotel, in 1992 and refurbished as part of a plan to update the Temple Bar district. Rooms start from €129 ($190). See theclarence.ie

Star turns: Who's plugging what

THE CELEBRITY Layne Beachley​, surf legend

THE COMPANY Wyndham Vacation Resorts Asia Pacific

THE DEAL The seven-time world surfing champion has been an ambassador with Wyndham for more than nine years.

THE ROLE Beachley works with Wyndham's 2000 South Pacific staff conducting motivational talks and workshops on building powerful personal brands. She also attends functions, seminars and trips with top tier customers.

WHAT'S NEXT She is actively involved in a number of exciting new initiatives aimed at promoting staff development and wellness, in line with Wyndham's corporate "Be Well" health program.

THE CELEBRITY Carissa Walford, Channel V presenter and producer and host on Channel 10's Movie Juice

THE COMPANY Youth travel leader, Contiki

THE DEAL Contiki teamed up with TV presenter and producer Walford this year to make some noise about its Greece and Turkey travel experiences. Walford travelled to the destinations to experience Contiki's unique style of travel in each region, sharing her experiences with her highly engaged online communities along the way.

THE ROLE Walford travelled with Contiki in May of this year, experiencing a snapshot of Contiki's Turkey & Greek Island Odyssey. Contiki filmed some of the experiences Walford and her travel mates enjoyed throughout the trip to create a short video which will be released in September in time for Contiki's 2016 Europe launch.

WHAT'S NEXT Aligning with the fun and young Walford is a match made in heaven for the youth travel leader. Discussions are in place regarding the next project and Carissa is of course welcome to holiday on Contiki anytime she likes.

THE CELEBRITY Neil Perry, Rockpool Consulting

THE COMPANY Qantas

THE DEAL Perry is the face of Qantas cuisine. He often hosts Qantas events at his restaurants and at corporate events, and  speaks on behalf of the airline in regards to its food and beverage service.

THE ROLE The Rockpool Consulting team works with the International and Domestic Food and Beverage teams, Q Catering, Cabin Crew Management and catering centres throughout the world in regards to menu development and delivery, crew training, communication, wine selection, auditing and new product development.

WHAT'S NEXT Perry's latest project/development focuses on Qantas' holistic approach to food and beverage. This will see Neil and his Rockpool team use their expertise in wine and mixology to work more closely with the airline to select beverages for customers.

THE CELEBRITY Kerri-Anne Kennerley, Australia

THE COMPANY Trafalgar

THE DEAL Kennerley has been a Trafalgar ambassador since September 2013. She is involved in television commercials, online content and trade events for Trafalgar. In 2014, Kennerley hosted an eight-day trip to New York City and The Hamptons in partnership with New Idea.

THE ROLE As above.

WHAT'S NEXT Trafalgar and Kennerley continue to work together for 2015 with some exciting projects in the pipeline for 2016. Trafalgar says it always investigating new opportunities to get Kennerly even more involved with its brand.

THE CELEBRITY John Travolta, movie star

THE COMPANY  Qantas.

THE DEAL John Travolta became an official Qantas "ambassador-at-large" in June 2002, when the airline joined him to launch the Spirit of Friendship tour to foster goodwill and encourage people to travel after September 11. After learning to fly light aircraft in his teens, Travotla began to buy aircraft in his 20s, eventually acquiring an ex-Qantas Boeing 707. The jet was painted in Qantas colours and Qantas provided the maintenance of the aircraft in return for Travolta's ambassadorship.

THE ROLE Travolta is generally engaged internationally by Qantas at global product and service launches such as appearances at the introduction of the A380 service to Dallas Fort Worth, The Retro livery launch in Seattle.

WHAT'S NEXT Travolta will next take part in the G'day USA events in LA each year.  

Cruising with the personality touch

Esteemed authors and popular TV personalities are among the growing number of celebs popping up on cruises around the world. They host groups, present talks and workshops and generally add an extra dimension of entertainment and star power to your holiday. Movie buffs David Stratton and Margaret Pomeranz will present a film festival at sea on board Celebrity Solstice's New Zealand cruise in January 2016; after screening some of their favourite films they will host Q&A sessions so there are plenty of opportunities to chat with them.

Gardening enthusiasts can take a cruise around the British Isles in the company of Britain's favourite TV gardener and author, Monty Don; he will join Botanica's 11-day British Isles, Castles, Gardens, History & Birdlife cruise on board MS Hebridean Sky when it docks in Dublin on June 3, 2016.. Meanwhile, this October Australian TV gardening expert Melissa King will sail on Serenade of the Seas' 20-night voyage that takes in the fabulous "fall" colours in North America and Canada.

Another well-known Aussie, cultural historian and performer Warren Fahey, is an old hand on the celebrity speaker circuit at sea – his first engagement was with Cunard on QE2 in 1977. In 2016 he will be speaking onboard Seabourn Odyssey's cruise from Los Angles to Raratonga and, in February, Cunard's Queen Victoria, on an Australian jaunt.

Adventurous travellers can join renowned Canadian author Margaret Atwood on a 17-day expedition through the Northwest Passage in September; this will be her ninth voyage with Adventure Canada. Atwood is a keen birder and conservationist and says, "[Adventure Canada's] educational programming is unparalleled, their community visits are inspiring, and it's always a delight to see the more foolhardy among us take a plunge into subzero Arctic waters."

And if you're seeking a sense of balance in your life, well-known media personality Deborah Hutton is hosting Balance, Food, Wine and Wellness cruise in France next year. The 11-day trip starts in Paris on August 18 and includes a seven-night cruise on the beautiful Rhone and Saone rivers on board Avalon Poetry II. Life coach Lyndall Mitchell and wine connoisseur Nick Stock will round out the foodie element, which will led by Hutton, a dedicated fan of decadent French cuisine.

Sally MacMillan