P&O Cruises, the UK focused contemporary market unit in the Carnival Corporation & plc group said it has appointed Gary Barlow, as its new brand ambassador, with the pioneering partnership set to fuse music with travel experiences for guests on board.

“Multi-award winning singer, songwriter, producer, musician and member of one of the biggest groups in British music history, Take That, Gary’s debut role will be as musical director of The 710 Club on Iona, the contemporary new P&O Cruises flagship to be launched in May this year,” the company said in a statement.

“As musical director of The 710 Club, Gary is set to make Iona’s intimate music bar the most exciting live music venue at sea. Showcasing an eclectic range of performances, curated to appeal to British music lovers, this atmospheric late-night music venue will offer an opportunity for up-and-coming musicians to get their break,” P&O Cruises said.

Gary will also perform at Iona’s naming celebration, which kicks off IonaFest, the UK’s most exciting new floating festival which is a seven night cruise to the Norwegian Fjords from Southampton on 4 July.

P&O Cruises president, Paul Ludlow, said in the statement: “We are immensely proud to have someone of Gary’s stature and talent working with us as brand ambassador. Gary’s impressive career speaks for itself and he will bring his vision and personality to our new The 710 Club; from guiding the resident band, selecting future performers and playlists and even shaping the interiors and signature cocktails.

Gary will also join guests on two Iona holidays in 2020 for exclusive performances: Iona G018 departing Southampton on 29 August for the Norwegian Fjords and Iona G025 departing Southampton on 31 October for Spain and Portugal, P&O Cruises stated.