Princess Cruises has announced it will partner with This Morning presenter Philip Schofield to strengthen the brand in the UK market.

The cruise line will film and follow Schofield as he experiences a cruise for the first time.

Vice president of Princess Cruises UK and Europe, Tony Roberts, said the ‘national treasure’s’ involvement could expand the knowledge of Princess Cruises as a brand as well as attracting other new cruise customers.

Roberts said: “We are thrilled that Philip Schofield is our UK brand ambassador.

“We know that with him on board we can reach a whole new audience who may have never considered cruising as a holiday option before.”

Schofield said: “I am very happy to be working with Princess Cruises for my first ever cruise.

“They clearly take wine and dining as seriously as I do so can’t wait to get on board and experience it for myself.

“I also plan on being back on board to try out the new Ocean Medallion later in the year.”

Schofield will travel on Royal Princess from Barcelona to the Mediterranean in May which will be filmed for future videos to be shared by Princess on social media and its ships.