Reality TV show The Apprentice kicks off new series with cruise - Cruise International

Reality TV show The Apprentice kicks off new series with cruise

By Katie McGonagle | 6 Jan 2022


Cruise is set to take centre stage in BBC TV show The Apprentice, which starts its latest series tonight


The candidates will be sent to Portsmouth and tasked with creating a new brand, marketing strategy and TV advert for a luxury cruise ship, in a bid to impress entrepreneur Lord Alan Sugar.

Filmed on board Virgin Voyages’ Scarlet Lady off the south coast, the reality show sees two teams come up with new cruise concepts to appeal to different markets, and design a logo, social media campaign and TV ad that showcases the brand.

The 16 participants are competing for the chance to win a £250,000 investment in their business, but one will be eliminated from the boardroom each week until the winner is chosen.

It’s the latest British prime-time programme to feature the cruise sector, following the popularity of Christmas Cruising with Susan Calman and The World’s Most Expensive Christmas Cruise, both on Channel 5.

A BBC statement said: “Under the watchful eyes of Baroness Karren Brady and the winner of series one, Tim Campbell, the candidates are thrown in at the deep end as they set sail from Portsmouth on board a luxury cruise ship.

“Their task is to come up with marketing campaigns for a new cruise liner, including creating a brand and a television advert.

“One team’s approach to design is far from plain sailing, while on the other team, discord during the advert filming leads to choppy waters. Later, both teams attempt to cruise into the lead when pitching their ad campaigns to industry experts, but they end up with that sinking feeling.

“Back on dry land and in the boardroom, Lord Sugar is on the lookout for answers. It’s man or woman overboard for one candidate when they’re the first to be told, ‘You’re Fired!’”

Series 16 of The Apprentice starts at 9pm on January 6 on BBC One and BBC iPlayer.

Picture: BBC

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