Strictly Come Dancing's casting team have made their 'smartest casting choice in years' after landing a huge US star for this year's show, a PR expert has claimed.
Kayley Cornelius believes the BBC's decision to sign up Chris Appleton is an active move to 'future-proof' the show amid its huge shake-up.
US star power
While hairstylist Chris isn't a big name in the UK, he's a huge star in the US thanks to his star-studded customers and huge social media presence - which Kayley believes the BBC hope will put Strictly in front of a US audience.
Jennifer Lopez, Dua Lipa, Ariana Grande, Christina Aguilera and Katy Perry are just some of the names he's worked with over the years.
Kayley explains: “Chris Appleton is a huge bagging for Strictly, and it feels like a very deliberate move from producers as they look to broaden the show's appeal beyond its traditional audience.
“Chris is already a huge name in Hollywood, with an unrivalled client list that includes some of the world's biggest celebrities. That instantly gives Strictly access to a completely different audience, particularly in the US.”
Possible Kim Kardashian appearance
Kayley also believes Strictly bosses hope Chris will invite his bestie Kim Kardashian over to cheer him on, bringing a touch of US stardom to the ballroom.
She adds: “It would be a PR dream for Strictly. Even the possibility of one of the world's biggest celebrities appearing in the audience would generate international coverage and introduce the show to millions of people who may never have watched it before, and this type of exposure would be priceless.”
2026 series relaunch
The 2026 series, which launches in September, will see a huge relaunch of the much-loved BBC staple, with new hosts Emma Willis, Josh Widdicombe and Johannes Radeb joined by a number of new professional dancers.
Speaking to online bingo caller Slingo, Kayley explains why signing Chris is a key part of the revamp.
She says: “While Strictly has always been one of the UK's biggest entertainment shows, TV viewing habits are changing.
“With viewing figures becoming increasingly competitive across entertainment TV, producers know they need moments that get people talking on social media and in the press way before the show even starts, and Chris does exactly that.
“He's not just another celebrity contestant - he's someone with genuine A-list connections, meaning every appearance, backstage photo or celebrity message of support has the potential to become a headline in its own right.
“This signing feels less about simply casting another celebrity and more about future-proofing the format. If they can entice fans of Dancing with the Stars while still keeping their loyal UK audience engaged, it could prove to be one of the smartest casting decisions they've made in years.”
