What is it these days with celebrities and travel startups? Or, more likely, travel startups and celebrities.
Airbnb, Hipmunk and Gidsy are just three brands which made lots of noise through their association with the rich and famous, with Mr Demi Moore, sorry Ashton Kutcher, having a link with all three via investment rounds.
And now Europe-based Gidsy, which is one of just two brands to have refused to complete the TLabs Showcase elevator pitch-style startup questionnaire, says it is partnering with Brit chef Jamie Oliver.
The reality of Gidsy and Oliver "partnering" is a actually a bit different from what one might expect from a strategic partnership - the tour and activity startup is getting involved with thousands of other individuals and organisations by donating funds from an event to Oliver's foundation on "Food Revolution Day".
So not really a partnership, as many would presume the word to mean - but it makes a great headline on a Gidsy blog post: "Gidsy partners up with Jamie Oliver".
It is, some might say, the same as Tnooz saying it is partnering with secretary-general Ban Ki-moon because it donated money to the United Nations?
But perhaps this is all part of the problem some have with startups and celebrity tie-ins. Is it of strategic value to help grow the business, or just a canny way of getting PR exposure (also, arguably, a component to help with growth)?
Kutcher's involvement in the trio is an interesting one - billed as an investor and entrepreneur, alongside his TV and movie work, he has put money into all three companies and is an active "advisor".
Meanwhile, a few backs, Saturday Night Live star Andy Samberg appeared in a promo video for tour and activity marketplace CanaryHop, taking his advisory role at the company to a whole new level.
Other celebrity appearances include the inclusion of ex-NFL star Darren Goodson on the team at GuideHop and Bollywood superstar Salman Khan taking an investment in Indian online travel agency Yatra.
Perhaps in the cut-throat world of startups, getting the financial backing of a celebrity actually solves two problems:
- The company gets some capital.
- The company gets a few dozen extra headlines in the press and blogs outside of its usual niche.
But one could ask if the tie-in with a celebrity puts additional pressure on the startup to, not only succeed, but win the startup equivalent of an Oscar - in other words, become the next Facebook.
Presumably celebrities get involved with startups, either at financial or strategic level, because they think the company will become a roaring success, rather than a Razzie-esque failure.
So good luck to all those that have the ability to tap into the A-List (although some might argue that the celebrities involved in travel are actually more at around Level C) of stars, but as a result it is almost guaranteed that there will be many on the outside looking at the direction of the startup and everything it does.
Startupland is high pressured enough as it is, before the added scrutiny of a sceptical and baying entertainment press (and others) eagerly waiting for that first slip-up.
UPDATE:
Edial Dekker of Gidsy doesn't mind talking to us after all.
He says the partnership with the Oliver initiative involves use of the Gidsy API and the startup is listed as a "global partner" on the Food Revolution Day website.
NB:Jamie Oliver image via Shutterstock.