20 November 2024

Immediate Live’s Good Food Show sets sail with Princess Cruises

Immediate Live is redefining culinary experiences with its innovative Good Food Show at Sea, offering a unique blend of onboard and onshore gastronomic adventures.

Immediate Live, the live events business of UK-based Immediate, has once again pushed the boundaries of culinary entertainment with its latest venture. The company, part of Burda International, has extended its 35-year-old Good Food Show brand into uncharted waters through a partnership with Princess Cruises.

From 2nd to 16th November 2024, the inaugural Good Food Show at Sea embarked on a 14-night gastronomic journey aboard the luxurious Sky Princess. Departing from Southampton, the cruise navigated through the culinary hotspots of Spain and Portugal, offering passengers an unparalleled blend of onboard and onshore gastronomic experiences.

The cruise featured an impressive lineup of culinary figures, including John Torode, Lisa Faulkner, Gennaro Contaldo, and Rachel Allen. The celebrated chefs conducted cookery demonstrations and workshops, while Good Food team provided tutored tastings and cocktail classes. Passengers had the opportunity to engage in Q&A sessions, meet their culinary heroes, and enjoy private dining experiences accompanied by book signings.

As the Sky Princess travelled from Bilbao to Lisbon, passengers were treated to exclusive shore guides that allowed them to delve into the local food scenes. From exploring pintxos bars in Spain to savoring traditional pastel de nata in Portugal, the cruise offered a rich tapestry of culinary adventures.

A natural brand extension

This move is a natural extension for the Good Food Show, which has consistently delivered exceptional culinary experiences on land for several decades. The shift reflects a broader trend of consumers seeking immersive experiences and the potential for media brands to diversify into new platforms.

Rob Hunt, Creative Partnership Manager at Immediate Media, expressed his enthusiasm about the partnership, highlighting its potential to reach Princess Cruises’ global audience of 40 million. Barney Desmazery, Skills and Shows Editor for Good Food, noted the high level of engagement from cruise passengers, who were eager to participate in the various culinary sessions.

This initiative is part of a growing trend in the cruise industry to offer themed voyages that cater to specific interests. By partnering with established brands like Good Food, cruise lines can significantly enhance passenger experiences. Immediate Live’s partnership with Princess Cruises, now in its sixth year, underscores the success and potential for future innovations in media and travel entertainment.